| Title | THE IMMORAL OFFER |
| Brand | ARROW ELECTRONICS |
| Product/Service | ARROW ELECTRONICS |
|
Entrant Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Advertising Agency
|
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 |
Brief Explanation
Our insight: While the world admires rock stars, actors, models and athletes, it largely ignores the people who really make our lives better: The innovators.
Arrow is on a mission to change that, and give scientists and engineers the respect and recognition they deserve.
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.
While the world admires rock stars, actors, models and athletes, they don’t know the people who make their lives better – innovators.
Arrow Electronics wanted to change that, and give scientists and engineers the respect and recognition they deserve.
At the center of our campaign was our digital content hub - “Heroes of Innovation” Gallery. To drive traffic to the website, we hijacked the Eurovision Song Contest by offering Germany’s contestant, Ann Sophie, one million euros to change her love song into an ode to innovators.
Right when Ann Sophie responded publicly, we took advantage of the PR by running our online/offline content like: banner ads, print ads, TVC, Instagram quizzes and Vines.
Creative Execution
The first thing we did was creating our “Heroes of Innovation” Gallery, an online content hub that celebrates top innovators.
To promote our cause, we hijacked the world’s largest music live show: The Eurovision song contest.
Right as the craze about the upcoming Song Contest and Germany’s candidate, Ann Sophie, reached its peak, we ran a full-page ad in Germany’s newspaper FAZ newspaper. The ad offered Ann Sophie one million euros, if she sang her song – with new lyrics that were written by us. We turned her love song „Black smoke“ into an ode for heroes of innovation around the world.
As planned, the star-crazed media jumped on the story. Germany’s largest newspaper reported about Arrows immoral one-million-euro offer, causing Ann Sophie to answers publicly, spawning a nation-wide conversation.
The campaign generated 217.4 million free contacts worth 4.5 million Euros in media spend. During the campaign period Posts&Tweets were up 930% and traffic on the content hub rose by 359%.