| Title | INSTACONCERT |
| Brand | TELEKOM |
| Product/Service | TELEKOM STREETGIGS |
| Category |
E02. Interactive Video |
|
Entrant Company
|
DDB GROUP DÜSSELDORF, GERMANY
|
|
Advertising Agency
|
DDB GROUP DÜSSELDORF, GERMANY
|
|
Production Company
|
MEDIAMONKS Hilversum, THE NETHERLANDS
|
Credits
| Eric Schoeffler |
DDB Group Germany Gmbh |
Chief Creative Officer |
| Dennis May |
DDB Group Germany Gmbh |
Managing Director Creative |
| Jan Propach |
DDB Group Germany Gmbh |
Creative Director |
| Maya Brenner/Dominika Zajac |
DDB Group Germany Gmbh |
Art Director |
| Tobias Hecking |
DDB Group Germany Gmbh |
Copywriter |
| Henning Falk/Antje Dorenbusch/Sissy Dille/Sonja Rollwagen |
DDB Group Germany Gmbh |
Account Manager |
| Lutz Brucher |
DDB Group Germany Gmbh |
Agency Producer |
| Joris Pol |
Media Monks BV |
International Project Director |
| Xander-Quentin Amo |
Media Monks BV |
Digital Producer |
| Pam Lambeck |
Media Monks BV |
Project Management |
| Jouke Vuurmans |
Media Monks BV |
Interactive Director |
| Marc Vermeeren |
Media Monks BV |
Design Lead |
| Mient-Jan Stelling/Pieter van de Sluis |
Media Monks BV |
Development Lead |
| Timo Kockmeyer |
Studio Funk GmbH |
Sound Editor |
Creative Execution
To make the project possible, the Hashtag was indexed before the actual concert took place.
The concert audience were made aware of it before the concert date using emailings and telekom owned social media.
After the concert all videos were automatically extracted from Instagram by a CMS, which we then used to place the videos at their correct location in time and in the virtual concert venue.
When the experience was working and online, we again used telekom owned social media, emailings and a TV campaign to attract users to the site.
The Instaconcert proved once again that the idea of “Life is for sharing.” is relevant for a broad audience and gave the fun of visiting an exclusive concert for just a few to many more other people.
For numbers please view confidential information.
Objective:
Prove Deutsche Telekom’s brand promise “Life is for sharing” to be true in the context of a Telekom sponsored concert series.
Concept:
During Ed Sheeran’s gig we made use of a common behaviour people show at concerts: the filming of short videos.
We figured that with the help of our audience uniting all of those videos under the hashtag #edinstaconcert on Instagram they could be turned into a great and new experience.
The videos were pulled from the Instagram API and dynamically connected in the newly developed Instaconcert player – according to their location and time of recording.
Thus throughout the whole song users can move through a virtual version of the concert venue made from all the different user-generated videos and choose their favourite perspectives in the audience – just like (and in some ways maybe even better than) they were really there themselves.