| Title | INSTACONCERT |
| Brand | TELEKOM |
| Product/Service | TELEKOM STREETGIGS |
| Category |
A02. Use of Live Shows/Concerts/Festivals |
|
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 |
The Brief
Prove Deutsche Telekom’s brand promise “Life is for sharing” to be true in the context of a Telekom sponsored concert series.
The only way to do so in a credible way is make people experience what they can achieve by sharing, so we did.
Campaign Success
During Ed Sheeran’s gig for Deutsche Telekom customers we made use of a common behaviour people show at concerts: the filming of short videos using their smartphones.
We figured that with the help of our audience uniting all of those videos, they could be turned into a great and new experience – so we asked the people to share their videos with us under the hashtag #edinstaconcert on Instagram.
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
With the help of the concert audience, the Instaconcert proved once again that the idea of “Life is for sharing.” is true and gave the fun of visiting an exclusive concert for just a few to many more other people.
For numbers please view confidential information.
Explain why the method of promotion was most relevant to the product or service
To let the Instaconcert come to live we entirely had to rely people acting on our call to action to the concert audience: “Upload your videos to Instagram, use the Hashtag #edinstaconcert, make sure your account is not protected, so we can find the videos and turn them into something great.”