Together with our clients RTL II and FOX, we conducted an extraordinary experiment. For the launch of the current season of “The Walking Dead” in Germany we staged the world’s first interactive live game on Facebook.
The plot: two YouTube stars, abandoned in a barren wasteland, surrounded by zombies. Their fate is streamed live on Facebook. The premiere: the fans are not only close to the action, but are also able to have an influence on the decisions of the protagonists. This was made possible by using the Facebook reaction buttons as navigation tools for the very first time as well as by having a very well planned production logistic. In real time and within a matter of seconds, a 50-member team consisting of a director, camera people, technicians, etc. changed the scenario depending on how the fans voted. The main characters also responded to Facebook comments in real time.
The live game exceeded all expectations and the feedback on Facebook was overwhelming. But the best part was: „The Walking Dead“ continued to captivate audiences on RTL II and broke viewing records again for FOX.
SLIGHT DROP IN THE PR CREATIVE RANKING. THAT’S A GOOD THING!
Of course, we are proud to be among the top 5 agencies in the PR-Journal’s Creative Ranking.
When we launched the ranking in conjunction with PR-Journal, our aim was to provide an alternative to the advertising creative rankings. We wanted to draw attention to the ingenuity of agencies with a PR background. And this has been successful. An increasing number of agencies with PR DNA are producing creative materials that reach out to and move people.
achtung! is again at the forefront of this. Good! We may have dropped two spots in the rankings, but what does that matter if our industry has gained as a whole?! Mirko Kaminski hopes that many other PR agencies will undertake even bolder, more creative projects and submit them to the awards.
RENA ALFONSI MAKES THE MOVE FROM CONTENT FLEET TO JOIN ACHTUNG! AS CONTENT DIRECTOR
We are very pleased to welcome Rena Alfonsi as our new Content Director! Rena has joined achtung! from Content Fleet. There, she was most recently responsible for a 70-person team of editors, project managers, and media designers.
At achtung!, Rena is now leading the content marketing team. Her team includes consultants, content strategists, editors, artists, video professionals, SEO specialists, and Community Managers. As Content Director, Rena is also a member of the management board, the extended management of achtung!
“At achtung!, the topic of Content Marketing is not treated simply as a matter of figures used to achieve abstract click rates, but rather is understood as a holistic instrument intended not only to reach users, but also to retain them, to entertain them, and to maintain their enthusiasm,” said Rena. Precisely! That’s what we mean by good content.
BODYCHANGE DECIDES ON ACHTUNG!
We are very pleased to have a new client, BodyChange. The successful lifestyle brand has decided on achtung! after a pitch. We were able to convince the client with a sound strategy and surprising ideas. The extensive package of tasks now includes national work with media and influencers as well as social media and community management.
Bianca Davies, Marketing Director, BodyChange: “For us, it is all about a healthy, fit, and slim lifestyle. We want to work with achtung! to get even more people excited about this new, unique 'WOW' feeling. achtung! is exactly the right agency for this. In the pitch, they proved that they are able to stage the BodyChange lifestyle emotionally on social media and also use PR work to convey our message in an optimum manner.“
WE LOVE #ELPHI!
Months of preparation, intensive cooperation with more than 10 agencies around the world, which we handpicked for the #Elbphilharmonie project, weeks without sleep, and then the payoff: the Elbphilharmonie is shining and hundreds of journalists, photographers, TV reporters from around the world are on site to report about the opening. Newspapers, news portals, television broadcasters, and blogs from around the world reported on the event. The social web was tripping over itself. We would like to thank Hamburg Musik, Hamburg Marketing, the cultural authorities, and our partner Jung von Matt for the trust they placed in us and for the excellent cooperation.
ALMOST TOO SWEET TO BE REAL
The specialized portal OnlineMarketing.de chose the top 10 most viral online commercials of the past year. They include the 60-second light-hearted video with fluffy chicks, racing tortoises, and beloved hamsters for the premium program eBay PLUS. Well deserved, in our opinion!
ACHTUNG! IS “AGENCY OF THE YEAR“
achtung! was selected as “Agency of the Year” at the European Excellence Awards. The special award was handed out during a gala event in Berlin yesterday. At the European Excellence Awards, a top-class jury recognized the best PR and communications campaigns and agencies in Europe. What convinced the jury was the way in which achtung! has transformed itself from a pure PR agency into a "creative digital agency with earned media DNA.” We are all prouder than we can say of this award!
A PIECE OF NEW YORK IN THURINGIA
A huge Christmas tree like the one at the Rockefeller Center in New York – that was the greatest wish of the kindergartners from the small town of Crawinkel in Thuringia. As part of the “Genau dein Weihnachtsgeschenk“ (“Just the Right Christmas Gift for You”) campaign, our client eBay has now turned this wish into reality. The result: a 21-meter high Christmas tree, 2,800 decorations, 600 meters of fairy lights, 800 meters of garlands. And the most beautiful thing: the gleaming eyes of the children.
We love this project! And we didn't have to wait long for the media echo.
BRONZE AT EUROBEST
What a nice surprise! achtung! has won one of the most sought-after prizes at the Eurobest Festival of Creativity. The international jury singled out the project “Praxis Dr. Internet“ for an award in the category “PR” for a bronze award. achtung! realized the project together with the agency thjnk and for our client Central Versicherung.
And we have obviously hit a nerve here: For an increasing number of Germans, Google is replacing a visit to the doctor’s office. The quality of health information that is found varies considerably, however. There is a risk of dramatically incorrect self-diagnoses. For the first time, someone is looking into the issue: Central Krankenversicherung. It has analyzed 42 million search queries on the topic of health. Its findings: health information is often incorrect. For this reason, Central is now developing the first quality standards for health information online.
ACHTUNG! AND EBAY WIN PR REPORT AWARD
We are all so excited! The prominent members of the PR REPORT AWARDS jury recognized the ideas and implementation of the eBay campaign “Germany´s First Sneakers Art Gallery” yesterday.
Sneakers have become a huge market, from which eBay would like to profit. But eBay has hardly any credibility among sneaker fans. They like to be individual and prefer to shop in niche shops. eBay, on the other hand, is considered mainstream. How can the marketplace become of interest to them? Our idea: eBay provides a stage for influential sneaker collectors and enables them to become gallery owners. For the first time, sneakers are being presented as art and sneakers fans are being treated as art collectors.
CLAUDIA RIENHOFF JOINS ACHTUNG!
We are very excited about our new Account Director Claudia Rienhoff, who was previously a director at segmenta communications. There, she was responsible for advising clients from the food & beverages and lifestyle & living sectors with a focus on brand communications.
At achtung!, Claudia will lead the Lifestyle & Living team with the clients Elbphilharmonie, Swiss, and Kaldewei, and will therefore be a member of the extended business management of achtung! – the management board. “I am particularly looking forward to the international campaigns and the opening of the Elbphi in January. The kind of project that you only get the chance to work on once in a lifetime!“
Welcome to the team, Claudia!
DOUBLE POWER FOR OUR CONTENT TEAM
We welcome Verena Klimkeit as the new Senior Content Manager. She joins us from web analyst etracker. “I decided on achtung! because I have recently been missing the feeling of an agency. The wide range of clients and requirements, the cooperation and working with experts from a wide range of disciplines – these are the things that inspire me,” said Verena.
We would also like to congratulate Ann-Katrin Weis, who has been actively supporting the content team since August. She was so convincing in her work for our clients ADVOCARD, Airbnb, BSH, and Barclaycard that we quickly promoted her to Senior Content Manager.
Both of them have many years of experience as online editors and have a great feel for good content. We are glad they are on board!
WE DID IT!
We are all watching on our screens while our colleagues performed the interactive Facebook Live game for the start of “The Walking Dead“ series with our clients RTL II and FOX.
Fans were able to follow live as YouTube stars Jarow and Kurono were attacked by biters. But even more: users were able to influence the decisions of the two stars of the show in real time. This was made possible by the first-time use of Facebook Reaction buttons as a navigation tool.
The resonance had exceeded all of our expectations. More about this on HORIZONT.net.
SOCIAL CRIME SHOPPING
TATORT is Germany’s most popular TV format. On Twitter, it is one of the most commented TV events. How can a brand like eBay play a role here? Our idea and probably a world premiere: real-time shopping-tips in parallel with the crime drama. For this, we have also added several top Twitter users to the team.
If a particular item, a special product, or an original gadget was used in TATORT, the top influencers create a link to the eBay offering with entertaining tweets to the corresponding eBay offering - live and within seconds. An experiment whose success has far exceeded our expectations in terms of coverage.
Find out more at HORIZONT.
THE FIRST ACHTUNG! CIRCLE WAS A FULL SUCCESS
It is our impetus that gets things going. This is our promise and that is also how the idea of our achtung! Circle came about. We want to both inspire and create a network for influencers, journalists, brands, and their representatives. We want to do this not just in theory, but quite practically and personally.
In order to do this, we quickly changed the agency into a large presentation space and allowed our lifestyle clients to provide an insight into their world. From live cooking to photo shoots and a fashion showroom to a gadget desk, we had everything. In addition to what was on offer in the twelve presentation rooms used by our clients, visitors were invited to experience keynote presentations and exchange information on the most recent communications trends. 130 clients, journalists, bloggers, and friends of the agency responded to our invitation. It was a great success!