| Title | DERBY WALK. |
| Brand | KÖNIG PILSENER |
| Product/Service | KÖNIG PILSENER |
| Category |
B06. Use of Ambient Media: Large Scale |
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Entrant
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HEIMAT Hamburg, GERMANY
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Idea Creation
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HEIMAT Hamburg, GERMANY
|
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Media Placement
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HEIMAT Hamburg, GERMANY
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Credits
| Mathias Stiller |
Heimat Hamburg |
Chief Creative Officer |
| Nils Haseborg |
Heimat Hamburg |
Creative Director |
| Enrico Hoppe |
Heimat Hamburg |
Creative Director |
| Leif Poehls |
Heimat Hamburg |
Art Director |
| Elisa Dominik |
Heimat Hamburg |
Art Director |
| Jan Lorenz |
Heimat Hamburg |
Junior Art Director |
| Florian Wiesener |
Heimat Hamburg |
Junior Art Director |
| Gianna Johnke |
Heimat Hamburg |
Agency Producer |
| Florian Lorenz |
Heimat Hamburg |
Copywriter |
| Sebastian Lier |
Heimat Hamburg |
Editor |
| Christian Ludwig |
Freelancer |
Editor |
| Jo-Anna Daniels |
Heimat Hamburg |
Account Director |
| Noemi Engi |
Heimat Hamburg |
Account Manager |
| Carolin Biedermann |
Freelancer |
Filmmaker |
| Jochen Braune |
Freelancer |
Filmmaker |
The Campaign
For the fans of Hamburger SV, the long history of their club is one of the most important aspects. Golden times in the 70s, big victories in the 80s. HSV is the only club that has constantly been playing in the „Bundesliga“ since its very first season. So we give the fans what they love. Eleven winning derby moments of the past, games to remember. The fans experienced eleven oversized illustrations, artistically showing HSV legends like Uwe Seeler, Horst Hrubesch and Kevin Keegan, covering over 500 square meters of asphalt.
Creative Execution
We turned the tedious forest track from the subway station to the Volkspark-Stadium into a unique journey through the most emotional HSV derby victories against Werder Bremen of the last five decades. The fans experienced eleven oversized illustrations, artistically showing HSV legends like Uwe Seeler, Horst Hrubesch and Kevin Keegan, covering over 500 square meters of asphalt. The illustrations included important derby moments and their protagonists. Each illustration showed the facts of the specific game and told a story about the key moment of the game.
More than 20,000 fans joined our Derby Walk on their way to the stadium at this special day. Within two hours, our hashtag #derbywalk became a trending topic on Twitter.
Thousands of fans, players and even HSV legends like Sergej Barbarez posted their Derby Walk moments on Instagram and Facebook. Local press and sports media reported on site.
SKY Sports did their pre-match coverage live from the König Pilsener Derby Walk. But, most importantly, together with the fans, we turned the 104th North Derby into a derby victory.
Our gigantic floor-graphics turned a boring forest track from a tube station to the stadium into a unique journey through football history. Covering over 500 square meters of asphalt, the Derby Walk became a one-of-a-kind opportunity for fans to celebrate the most emotional derby victories of five decades of German football history.
Insights, Strategy and the Idea
Football fans are very sensible regarding their club and its sponsors’ activities. Most of the fans do not appreciate big companies pushing money around. So we had to be careful. As the new exclusive beer supplier, we did not just plan to do something special for the club. We wanted to do something special for the fans. So we came up with the Derby Walk idea and let fans enjoy the derby history on their own. König Pilsener was just the enabler for this great experience and supported the fans with a free sample of a König Pilsener Beer.