Title | THE DIAMOND CAMPAIGN |
Brand | CDU |
Product/Service | POLITICAL PARTY |
Category |
A05. USE OF AMBIENT MEDIA: LARGE SCALE |
Media Agency 2
|
INITIATIVE MEDIA Hamburg, GERMANY
|
Entrant Company
|
INITIATIVE MEDIA Hamburg, GERMANY
|
Media Agency
|
INITIATIVE MEDIA Hamburg, GERMANY
|
Credits
Maren Kahl |
Initiative |
Unit Head Client Service |
Michael Denker |
Initiative |
Group Head Client Service |
Ellen Schmitt |
Initiative |
Chief Value Officer |
Jörn Illing |
Initiative |
Unit Head Innovations |
Lukas Brocks |
Initiative |
Innovations Executive |
Christian Rind |
Itworks |
Project Manager |
Nicola Lechtenberg |
Itworks |
Project Manager |
Results and Effectiveness
Due to it exposed location, the poster itself created 4.5 million contacts. Due to its size and its
unique design the poster additionally created massive media coverage on top: Over 24 million
additional contacts in classic media resulted in a ROI of factor 2.
Furthermore, the 'Merkel Raute' became viral star of the social media landscape. Google search
request for 'Merkel Raute' skyrocketed. Additional 5.7 million impressions on Twitter and over
300 blog articles resulted in an overall reach of 35 million contacts.
And most importantly: CDU received 41.5% of the votes and won the 2013 election.
Creative Execution
CDU supporters were activated to show their solidarity and trust in Chancellor Merkel by
performing a personal 'Merkel Raute' picture. At the end, 2,400 pictures built a big poster literally
demonstrating 'Germany's Future in Good Hands'.
The support of Chancellor Merkel was so huge, that the poster turned out to be Germany's
biggest election poster ever: 2,378m². It was installed right in Germany's center of political power
between Berlin Central Station and government quarter. It had to be installed by 14 mechanics,
weighed over 1.2 tons and was illuminated by over 120 spotlights.
The poster as a grand gesture of Merkel's personal gesture became a big huge symbol of
solidarity- a giant-sized meme of a meme. Due to its size and symbolic power it not only
demonstrated the huge support of Merkel and her creditability but soon got the planned
attraction to photograph, create own interpretations and share.
Insights, Strategy and the Idea
2013. Economic and Euro crises heavily affected Germany's inhabitants. A general feeling of
powerlessness let to rising querulousness in politics.
But while Germans increasingly lose trust in parties and politicians, Angela Merkel enjoys
sustained great popularity and creditability. Regardless of all political tribulations, continuously
over 70% wanted her as Chancellor. Throughout Germany, Merkel is appreciated for her
thoughtful and grounded manner which she regularly empathizes by a typical hand gesture with
an own name: 'Merkel Raute'.
For 2013 elections, Merkel's governing party CDU is facing a decreasing trend despite her
popularity (34% in 2009 vs. 38.5% in 2005). To turn this trend we needed to awaken interest for
politics and to increase trust for CDU. 'Germany's Future in Good Hands' was the idea to create
a huge symbol of solidarity by unlocking the power of Merkel's personal hand gesture,
demonstrating her huge creditability and inspire people to talk about politics.