MOBILE.DE is Germany’s biggest online marketplace for cars. Yet most people believe it is only a place to buy used cars. With the launch of a special new car offer, we broke this misconception.
How to advertise the biggest tech event in the world you’ve never heard of? Sponsored by Telefonica and O2, Campus Party Europe was looking for 10,000 participants for a festival of tech and digital culture in Berlin. Though highly successful in Latin America, our target audience was unaware of this event. We cracked the problem by talking to them in their very own language: Code.
NIKE wanted to own the German football team during Euro 2012. But the team and the tournament were sponsored by adidas. So to ambush the brand with the three stripes, we created the grassroots movement Hungry German Youth.
Phone plans tend not to have much personality. The new O2o tariff was positioned to confront a common enemy: money-hungry phone plans. So we presented competitors’ tariffs as monsters that relentlessly feed off their owners’ pockets. The O2o SIM card came to the rescue – it’s every monster tariff’s kryptonite.
For a long time, Pay-TV had struggled to make an impact in Germany. To help SKY break this pattern, we developed a campaign with a different attitude towards content and quality. And who better to introduce this new belief - ‘I watch something better’ - than fashion and design legend Karl Lagerfeld?
O2 was about to substitute their whole tariff portfolio with one single new tariff: O2o. The problem was there were already too many tariffs out there in a saturated marketplace. In order to launch the new tariff successfully we had to break with market conventions.
On the road to the 2014 World Cup in Brazil, NIKE wanted to position Mario Götze as Germany’s game-changer and the country’s biggest hope in their quest for a fourth World Cup title.
For more than 30 years, MILCH-SCHNITTE could be found in fridges throughout Germany. However, it was beginning to lose its relevance as an in-between-meals snack. So we created stories to put Milch-Schnitte back at the forefront of family life.
