13eme Rue (13th Street): THE WITNESS

Credits & Description:

Category: Best Use of Integrated Media

Advertiser: UNIVERSAL GLOBAL NETWORKS

Product/Service: 13TH STREET

Agency: JUNG von MATT

Date of First Appearance: Mar 13 2011

Entrant Company: JUNG von MATT, Hamburg, GERMANY

Entry URL: http://www.movie.the-witness.de

Executive Creative Director: Mathias Stiller (JUNG VON MATT)

Account Superviser: Mark Wilms (JUNG VON MATT)

Creative Director: Andreas Henke/ Arndt Poguntke/ Florian Kitzing (JUNG VON MATT)

Senior Concepter: Daniel Klipfel (JUNG VON MATT)

Art Director: Daniel Haschtmann/ Stefanie Busse/ Janic Eberhard (JUNG VON MATT)

Account Manager: Helen Seiffe/ Steven Wörns (JUNG VON MATT)

Agency Producer: Julia Cramer (JUNG VON MATT)

Director: Joakim Revemann (RADICAL.MEDIA)

Managing Director: Christiane Dressler (RADICAL.MEDIA)

Executive Producer: Catherine Baikousis (RADICAL.MEDIA)

Scriptwriter: Christoph Callenberg/ Joakim Revemann (RADICAL.MEDIA)

DOP: Mathias Schöningh (RADICAL.MEDIA)

Management: Carlo Blatz (POWERFLASHER)

Digital Producer/Creative Technologist: Fabian Nöthe (POWERFLASHER)

Technical Developer: David Lindlbauer, Meinhard Gredig ,0 (POWERFLASHER)

Producer: Simone Legner (NHB STUDIOS)

Editor: Yvonne Stroemer/ Thilo Both (NHB STUDIOS)

Online: Tobias Horvath/ Daniel Basle (NHB STUDIOS)

Sound Designer: Julian Holzapfel/ Dennis Beckmann (NHB STUDIOS)

Composer: Kai Beissner (NHB STUDIOS)

Media placement: TV - TELE 5 - 13.03.2011

Media placement: Print - Brand Eins - 17.03.2011

Media placement: Online - Max.de - 14.03.2011

Media placement: Outdoor - Bad Homburg, Weimar - 14.03.2011

Media placement: Cinema - Cinart Kinos - 17.03.2011



Insights, Strategy & the Idea

In 2011, NBC Universal re- launched the new, even more thrilling 13TH STREET. Motto of the re-launch: “Others have viewers. We have eye-witnesses”.

The challenge: Get the audience engaged in the genre of thriller and crime like never before.

The insight: 13TH STREET viewers don’t only want to watch thrillers and crime – they want to feel and experience the thrill.

The idea: A spectacular interactive mix of movie and real life game.

The Witness – The first movie in the outernet.



Creative Execution

On the 13th Street website, viewers can apply to be part of this exclusive event.

Their mission is to save Nadia, a prostitute, from the Russian mafia.

With GPS and software we developed especially for the iPhone, viewers can experience a real life film directly at the crime scene. But the viewers cannot witness the action passively. They have to collect evidence, data and communicate with opponents. The viewer changes the film with the decisions they make.

Everything begins when Nadja is kidnapped. Now the viewers have to take action. Suddenly they are part of their very own thriller. Depending on what one decides; one can be the hero of the film or the next fatal victim of the mafia.

With the motto “Others have viewers. We have eye-witnesses", we promoted this thrilling game using TV and cinema ads, online banners, posters and in magazines.



Results and Effectiveness

Hundreds of applications were received on the day of the event.

13TH STREET and "The Witness" became the number one topic in international blogs and social networks, with reports in TV-channels, newspapers and magazines.

And hence we proved that the new 13TH STREET is the best address for thriller and crime.