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!
MARCIA MAIBACH IS OUR NEW DIGITAL DIRECTOR
After seven years in leading positions in digital agencies and as a freelance consultant, Marcia Maibach has now made the move to join us at our Straßenbahnring office and from now on will be leading the digital communications teams at the Hamburg and Munich offices. Welcome Marcia! We are pleased to have you on board.
Hans Albers, CCO of achtung!, said: “Marcia is an excellent and perfect addition to our team in every respect. Someone fully committed to digital communications, who doesn’t just look at what is possible, driven by the hype, but who shows passion and inspiring experience in concentrating on what is really right as part of the overall image of a brand.“
WHAT ELSE CAN THE HOLOLENS DO?
At achtung! LAB, we are probably one of the first agencies in Europe to be able to experiment with the HoloLens. Using the amusing games, Mirko and Mariano are testing how augmented reality can become a communications tool. For example, to turn on webcams, hold Skype meetings, etc.
EVEN GOOD THINGS CAN OFTEN BE SWISSED
Our successful cooperation with Swiss International Air Lines (SWISS) is entering its next stage. Together, we are now beginning on the Europe-wide project “SWISSED.” SWISS is taking the cultural assets and national characteristics of its European neighbors that the Swiss may not have discovered, but which could make the guest-friendly, attentive airline even better. This is new: the combination of storydoing, branded content, and branded entertainment will place the brand far away from airports and planes.
To get the campaign going, achtung! and SWISS are using the way that Germans typically reserve their sun loungers in Mallorca. Facebook users love the video – and so do we!
DIGITAL COMMUNICATION AWARD FOR ACHTUNG! AND THJNK
Congratulations to Stephie and Jana! They won this year’s Digital Communication Award in the category “Associations & NGOs” for the project “Check-In for Refugees,” which we completed in collaboration with the thjnk agency. The prize is awarded to outstanding campaigns from around Europe.
The aid organization morethanshelters wants to help refugees by integrating them into society. But in times of controversial discussions, it isn’t possible to make Germans more sensitive to the issues by shouting loudly at them. The best way is to let them experience first-hand what it means to be a refugee. morethanshelters invites people to spend the night at a very special hotel room: a refugee tent called DOMO. Just after getting started, the refugee tents were completely booked up. More than EUR 150,000 in donations has been received. The most important thing though is that people have been given a new insight about refugees.
WHAT OPPORTUNITIES CAN SNAPCHAT OFFER GERMAN BRANDS?
Our digital trend scout Daniel provided the answer in an interview with PR-Journal. “Germany likes to hang back behind the USA for two or three years in case of online developments. We would rather wait than throw ourselves into everything new,” is his opinion. In this process, with increasing user numbers, the app can be very effective in the sought-after generation of 18 to 34-year olds for brands in the areas of consumer goods, lifestyle, sports, and events.
HOW BRANDS SUCCESSFULLY BUILD UP AN INSTAGRAM COMMUNITY
Instagram is becoming increasingly important for digital marketing because the app increasingly influences the purchase decisions of its users. In addition, the commitment rate of the visually driven platform is around 10 times higher than on Facebook, but what rules should brands adhere to in order to be successful on the platform? Our Lisa, Content Manager, and Instagram Specialist gives HORIZONT readers five tips.
NEW CLIENT PENNY: ACHTUNG! IS GOING TO MAKE IT HOT
We are happy that PENNY decided on achtung! for its new own brand “penny heat & eat“ after our pitch. We will now make a significant contribution to announce the product line nationally. In particular, communications stunts and ideas that become a public topic should create an appetite for the new products.
The “More Time for More" campaign has begun our first project. It consists of six scripted reality webisodes. The cinematic before and after story brings the basic thought “More Time for More” into everyday life with affectionate irony. “The result is television-style videos that approach the topic without looking for a laugh in a way that is typical in advertising and are simply wonderfully entertaining,” explains our CCO Hans Albers.
More about the idea and the first episode can be found at W&V.
ANN-KATHRIN HINRICHSEN BECOMES HEAD OF OUR “BEAUTY CARE AND LIFESTYLE“ TEAM
Ann-Kathrin Hinrichsen is now head of our “Beauty Care and Lifestyle“ team. She has been promoted to Director and is now a member of the extended business management of achtung! – the management board. As a result of her many years of activity in the sector, Ann-Kathrin knows Beauty Care like the back of her hand. We are really pleased to have her. Many congratulations to Ann-Kathrin!
ASTRONAUT AND FIRE IN ACHTUNG! LAB
We are probably one of the first agencies in Europe to have the HoloLens and now Mirko and Mariano are “playing” augmented reality. It’s amazing what is now becoming possible – far beyond amusing games.
KATRIN KILIANSKI BECOMES SOCIAL MEDIA DIRECTOR
She has just represented the new German creative generation as a young lion in Cannes and now we congratulate Katrin Kilianski on her new role as Social Media Director.
Katrin has been a part of the team for five years now. In line with achtung! LAB, her new position bundles social media competencies and will support sector experts with regard to design and to provide advice. Katrin actually comes from the traditional advertising sector, but discovered her passion for the dynamism of social networks. Good to have you on board, Katrin!
EVA MARIA PANKALLA MOVES FROM BAUER MEDIA GROUP TO ACHTUNG!
As text manager, Eva Pankalla is strengthening the top of the Content Marketing Team at achtung!. She is joining the communications agency from Bauer Media Group. Eva worked at Bauer Media for more than ten years, most recently as the manager of the in-house agency, who is responsible for all titles and brands. The Content Marketing Team at achtung! includes, among other things, content strategists, editors, artists, video professionals, SEO specialists, and community managers.
Great to have you!
WE MOVE FORWARD: FALKEN TYRE EUROPE BECOMES A NEW CLIENT
FALKEN Tyre Europe is ready to overtake – and we are supporting it. After a new claim, new ads, and a sponsoring commitment with a new focus, we are now on board with the Japanese tire brand as an agency for both social media and internal and external communications. Our task: helping FALKEN to gain new market share in Europe.
Stephan Cimbal, Head of Marketing Europe at FALKEN: "Enthusiasm and mastery are becoming central drivers of our brands. This is the current focus of our entire sponsoring commitment, as well as the resulting brand communications. achtung! repeatedly shows how much PS the agency is able to get out there and impresses with unconventional and at the same time relevant content approaches. This is exactly the mix we want.“
Mirko Kaminski, achtung! CEO: "The new FALKEN claim “On The Pulse” and the new marketing focus include a lot of dynamism and forward progress. We like that! We want to hit the accelerator."