| Title | THE IMMORAL OFFER |
| Brand | ARROW ELECTRONICS |
| Product/Service | ARROW ELECTRONICS |
| Category |
A09. Original Branded Digital or Social media |
|
Entrant Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Contributing Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Production Company
|
MARKENFILM Berlin, GERMANY
|
|
Production Company 2
|
NHB Berlin, GERMANY
|
|
Production Company 3
|
PLAYROOM STUDIOS Frankfurt, GERMANY
|
Credits
| Dr. Stephan Vogel |
Ogilvy Germany |
Chief Creative Officer |
| Lars Huvart |
Ogilvy Germany |
Creative Director |
| Peter Strauss |
Ogilvy Germany |
Creative Director |
| Patrick Willomitzer/Christian Kuzman/Ute Sonntag |
Ogilvy Germany |
Art Director |
| Lars Huvart/Holger Schupp/David Simons |
Ogilvy Germany |
Copywriter |
| Roland Stauber/Jorinde Gessner/Ariane Sketcher |
Ogilvy Germany |
Account Management |
| Martina Diederichs |
Ogilvy Germany |
Art Buying |
| Hugo Meyer/Chad Bontrager |
Arrow Electronics/Inc. |
Graphic Designer |
| Mathias Koehler/Christoph Matthies |
Ogilvy Germany |
Avid |
| Claudia Vaternahm |
Ogilvy Germany |
Agency Producer |
| Hagen Decker |
Markenfilm Berlin |
Director |
| Anne Beutel |
Markenfilm Berlin |
Editor |
| Thomas Bartl |
Markenfilm Berlin |
Producer |
| Tanja Haering |
Markenfilm Berlin |
Dop |
| Raul Geisler |
Playroom Studios |
Sound Design/Composer |
| Rich Kylberg/Hugo Meyer/Chad Bontrager |
Arrow Electronics/Inc. |
Advertiser's Supervisor |
The Campaign
Despite being one of the largest electronic component suppliers in the world, Arrow Electronics is still mostly known to Insiders – not the general public.
To promote our cause, we created an online content hub, organized an epic PR-Stunt, ran TVCs, traditional pre-roll banners, and innovative banner formats that helped funnel traffic to the website.
As planned, the celebrity-crazed media immediately picked up the story. Germany’s largest newspaper even called it Arrow’s ‘immoral’ one million euro offer. Ann Sophie public response to our offer started a nation-wide conversation about why innovators are left out of the spotlight.
The campaign generated 217.4 million free contacts worth 4.5 million Euros in media spend. During the campaign period Posts & Tweets mentioning Arrow were up 930% and traffic on the content hub rose by 359%.
At the center of our ‘Heroes of Innovation’ campaign is our digital content hub – the “Heroes of Innovation” gallery. It features a growing collection of mini-documentaries featuring different inventors and engineers from around the world.
To promote the online platform, we hijacked the largest live music competition on earth – the Eurovision Song Contest – and turned a simple print ad into branded entertainment. All it took was offering Germany’s ESC contestant, Ann Sophie, one million euros if she changed her love song into an ode to the heroes of innovation.