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!
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.