| Title | THE IMMORAL OFFER |
| Brand | ARROW ELECTRONICS |
| Product/Service | ARROW ELECTRONICS |
| Category |
B05. Business Products & Services / Corporate Image & Communication |
|
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 |
Creative Execution
The first thing we did was creating our “Heroes of Innovation” Gallery, an online content hub that celebrates top innovators.
We filmed lots of documentary style short films and made them available on our content hub. To promote the content, we utilized traditional media (PR, TVC, PRINT), and pre-roll banners, Instagram quizzes, and Arrow’s Twitter and Facebook feeds.
Our combined efforts had a massive effect. 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%.
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. It was supported by TV, Print, Digital and PR efforts.