| Title | JOSÉ'S WI-FI DOGS |
| Brand | DEUTSCHE TELEKOM |
| Product/Service | TRAVEL & SURF |
| Category |
E01. SOCIAL VIDEO |
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Entrant Company
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DDB GROUP GERMANY Berlin, GERMANY
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Advertising Agency
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DDB GROUP GERMANY Berlin, GERMANY
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Production Company
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COMMUNITY FILM Münich, GERMANY
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Credits
| Eric Schoeffler/Matthias Schmidt |
DDB |
Chief Creative Officer/Executive Creative Officer |
|
Butter. Music And Sound |
Music Composer |
| Veit Moeller/Nils Haseborg |
DDB |
Creative Director |
| Konradin Resa/Jacopo Biorcio/Nazgol Athari Nejad |
DDB Berlin |
Art Direction |
| Alice Bottaro/Marc Lüdemann/Lydia Willie |
DDB |
Copywriter |
| Daniela Hofmann/Annika Glander |
DDB |
Account Director |
| Dr.gordon Euchler |
DDB |
Planning Director |
| Alice Bottaro/Jacopo Biorcio/Veit Moeller |
DDB |
Concept |
| Randy Krallman |
|
Director |
| Jens Mecking |
DDB Group |
Agency Producer |
| Gustav Geldenhuys |
Smuggler |
Producer/Representation |
| Volker Hannwacker/Acki Heldens |
|
Producer |
| Tobias Suhm |
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Editor |
| Erik Wilson |
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Cinematographer |
| Miguel Lombardi |
|
1st Ad |
| Jason Schuster |
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Set Design |
| Ariel Zalazar |
|
Art Director/Programmer |
|
Pirates'n 'paradise |
Post Production |
|
Studio Funk |
Sound Design |
| Andre Zschaebitz |
T8y |
Programmer |
Creative Execution
The mockumentary was uploaded on Youtube and then followed by five extra contents, including an original music video. By clicking on an annotation in the mockumentary, viewers could even visit the fictional website of Wi-Fi dogs, which then led them directly to Travel & Surf´s booking page.
People loved our story and watched "José's Wi-Fi dogs” for a viewing time of more than four years and five months. We reached No. 1 in Germany's viral video chart, achieving 30,9% earned impressions on Facebook with a CTR over the benchmark and a Twitter engagement rate double the industry benchmark. We also got the emotional reaction we wanted to provoke: in many social media comments, people realized the absurdity of wasting their holiday time looking for Wi-Fi. However, they were so in love with Wi-Fi dogs that asked us to turn it into a series.
Instead of booking Deutsche Telekom´s Summer Pass for mobile Internet, people still waste their holiday time looking for Wi-Fi. This applies even to the younger holidaymakers, who are still scared of huge phone bills. To make them reflect about the absurdity of this habit, we decided to spread a mockumentary that told the story of José, a man who has invented the business of the century: renting Wi-Fi sniffing dogs to tourists. José´s Wi-Fi dogs were so entertaining people almost wished they were true – and at the same time, so ridiculous that they couldn´t help but to rethink about their own behavior, when discovering the alternative offered by Deutsche Telekom´s Summer Pass.