案例简介：

案例简介：Why is this work relevant for Media? To bring our small insurance company with a very limited ad budget into the relevant set of our target group, we developed a new fan medium. And promoted it as a „groundbreaking“ innovation with a twinkle in the eye. But actually, it’s a totally new advertising medium we’ve created that goes far beyond of the original use of a football scarf. As a sponsor of 2nd division football club Cologne FC, we also had to address one special target group: Cologne FC fans. Making it a very focussed campaign that required precise online targeting using a very specific tonality. Background Cologne FC is battling to return to the first league. Once a very successful and proud club, they’re now buried in the second division. However, their fans have never lost their typical Cologne-style sense of humour and support their team with vigour, but also with a twinkle in the eye. That’s why DEVK is so proud of being their sponsor. However it’s indeed a worldwide problem that more and more fans are rather busy with their phones during games than supporting their team. Since our campaign motto is „We turn your problem into ours “, our goal was to promote this motto within the target group. And developed a solution that helps the fans to become better fans in a fun way – so that the team gets the best support possible. Describe the creative idea/insights (30% of vote) DEVK is a sponsor of 2nd division football club Cologne FC. Our campaign motto is: „We turn your problem into ours“. To promote this motto within the very specific target group of Cologne FC fans and to give the players the best support they can get, we’ve developed, designed and built an innovative fan product: The DEVK Selfiescarf. The first football scarf that takes pictures while you cheer. On the front side a typical 140cm Cologne FC football scarf to support the team. On the back side with a built-in bluetooth button and a specially designed smartphone holder that fits all common phone models to take selfies. At first it all started in good fun. But then, it received so many requests to be put into series production, we decided to file a patent for it Describe the strategy (20% of vote) To promote DEVK’S campaign motto, we had to keep one important aspect in mind: The target group is very specific, local and geographically limited to Western Germany. We also wanted to add purpose to our sponsoring and position ourselves as a caring brand. We talked to Cologne FC fanclub members about the challenges digitalization brings with it. Then, we developed the scarf as a result of these conversations. We used the scarf as a medium, because it’s the type of merchandising item every fan knows. Knowing that this is a controversial topic, we used a tonality that is typical for the city: funny, charming but passionate and with the right sense of urgency. Then, we targeted our online content at Cologne FC fans on Facebook and Germany’s most important football websites. A CTA asked the fans to tell us if they want the scarf to be put into serial production. Describe the execution (20% of vote) From the first draft to the actual prototype, the Selfiescarf was developed, designed and built in house. A limited edition of scarves was then produced in cooperation with partners. Coming with a specially designed packaging, we gave the scarves to the true core of the target group: members of fanclubs. They could then test the Selfiescarf in the stadium at an important home game. To promote the product, we spread an online film via social media and targeted it at all Cologne FC fans on Facebook and Germany’s most important football websites. After the end of the campaign, we decided to put the scarf into serial production. List the results (30% of vote) What started as a funny little stunt, not only became the most watched, shared and commented piece von DEVK content ever, but also became the most successful campaign by a German insurance company ever – within only 7 days. With our targeting strategy that solely focussed on Cologne FC fans, a very specific target group, we managed to gain 1,7 million impressions, more than 1 million views and almost 52 000 interactions. Means that we nearly reached all of them. Also, our brand values reached new heights – resulting in a 40% increase in purchase intent, a 49% percent increase in brand favourability and a 1033% increase in unaided brand awareness. All with a CTR of 4,39%. Additionally, an increase of 39% of approval to the statement „DEVK is a problem solver“, proves how much the campaign helped to promote our motto. Please tell us about the brand in relation to the locality or market where the product/service is distributed DEVK is a local consumer insurance company from Cologne. They have been the club’s sponsor for years. However, they’re far from being in the top sponsor category and therefore don’t get the attention as the big players in the game. That’s why they use their longtime campaign motto „We turn your problem into ours“ as a springboard to solve every-day problems the club and the fans deal with. That means: they’re not only limited to a football surrounding but also to the very specific target group of Cologne FC Fans. Since the whole city of Cologne only has 1 million inhabitants, our campaign was a major success for the brand.

The DEVK Selfiescarf

案例简介：

The DEVK Selfiescarf

案例简介：Why is this work relevant for Media? To bring our small insurance company with a very limited ad budget into the relevant set of our target group, we developed a new fan medium. And promoted it as a „groundbreaking“ innovation with a twinkle in the eye. But actually, it’s a totally new advertising medium we’ve created that goes far beyond of the original use of a football scarf. As a sponsor of 2nd division football club Cologne FC, we also had to address one special target group: Cologne FC fans. Making it a very focussed campaign that required precise online targeting using a very specific tonality. Background Cologne FC is battling to return to the first league. Once a very successful and proud club, they’re now buried in the second division. However, their fans have never lost their typical Cologne-style sense of humour and support their team with vigour, but also with a twinkle in the eye. That’s why DEVK is so proud of being their sponsor. However it’s indeed a worldwide problem that more and more fans are rather busy with their phones during games than supporting their team. Since our campaign motto is „We turn your problem into ours “, our goal was to promote this motto within the target group. And developed a solution that helps the fans to become better fans in a fun way – so that the team gets the best support possible. Describe the creative idea/insights (30% of vote) DEVK is a sponsor of 2nd division football club Cologne FC. Our campaign motto is: „We turn your problem into ours“. To promote this motto within the very specific target group of Cologne FC fans and to give the players the best support they can get, we’ve developed, designed and built an innovative fan product: The DEVK Selfiescarf. The first football scarf that takes pictures while you cheer. On the front side a typical 140cm Cologne FC football scarf to support the team. On the back side with a built-in bluetooth button and a specially designed smartphone holder that fits all common phone models to take selfies. At first it all started in good fun. But then, it received so many requests to be put into series production, we decided to file a patent for it Describe the strategy (20% of vote) To promote DEVK’S campaign motto, we had to keep one important aspect in mind: The target group is very specific, local and geographically limited to Western Germany. We also wanted to add purpose to our sponsoring and position ourselves as a caring brand. We talked to Cologne FC fanclub members about the challenges digitalization brings with it. Then, we developed the scarf as a result of these conversations. We used the scarf as a medium, because it’s the type of merchandising item every fan knows. Knowing that this is a controversial topic, we used a tonality that is typical for the city: funny, charming but passionate and with the right sense of urgency. Then, we targeted our online content at Cologne FC fans on Facebook and Germany’s most important football websites. A CTA asked the fans to tell us if they want the scarf to be put into serial production. Describe the execution (20% of vote) From the first draft to the actual prototype, the Selfiescarf was developed, designed and built in house. A limited edition of scarves was then produced in cooperation with partners. Coming with a specially designed packaging, we gave the scarves to the true core of the target group: members of fanclubs. They could then test the Selfiescarf in the stadium at an important home game. To promote the product, we spread an online film via social media and targeted it at all Cologne FC fans on Facebook and Germany’s most important football websites. After the end of the campaign, we decided to put the scarf into serial production. List the results (30% of vote) What started as a funny little stunt, not only became the most watched, shared and commented piece von DEVK content ever, but also became the most successful campaign by a German insurance company ever – within only 7 days. With our targeting strategy that solely focussed on Cologne FC fans, a very specific target group, we managed to gain 1,7 million impressions, more than 1 million views and almost 52 000 interactions. Means that we nearly reached all of them. Also, our brand values reached new heights – resulting in a 40% increase in purchase intent, a 49% percent increase in brand favourability and a 1033% increase in unaided brand awareness. All with a CTR of 4,39%. Additionally, an increase of 39% of approval to the statement „DEVK is a problem solver“, proves how much the campaign helped to promote our motto. Please tell us about the brand in relation to the locality or market where the product/service is distributed DEVK is a local consumer insurance company from Cologne. They have been the club’s sponsor for years. However, they’re far from being in the top sponsor category and therefore don’t get the attention as the big players in the game. That’s why they use their longtime campaign motto „We turn your problem into ours“ as a springboard to solve every-day problems the club and the fans deal with. That means: they’re not only limited to a football surrounding but also to the very specific target group of Cologne FC Fans. Since the whole city of Cologne only has 1 million inhabitants, our campaign was a major success for the brand.

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The DEVK Selfiescarf

暂无简介