Title	DOUBLE TAP
Brand	JUNGE HELDEN E. V.
Product/Service	JUNGE HELDEN
Category	B03. Social for Mobile
Entrant	DDB GROUP DÜSSELDORF, GERMANY
Idea Creation	DDB GROUP DÜSSELDORF, GERMANY

Name	Company	Position
Eric Schoeffler	DDB Group Germany GmbH	Chief Creative Officer
Dennis May	DDB Group Germany GmbH	Executive Creative Director
Anna Simon	DDB Group Germany GmbH	Art Director
Dominika Zajac	DDB Group Germany GmbH	Senior Art Director
Hella Fekete	DDB Group Germany GmbH	Art Director
Julia Schultze	DDB Group Germany GmbH	Art Director
Jeannette Bohné	DDB Group Germany GmbH	Copywriter
Dierk Roeder	DDB Group Germany GmbH	Account Manager
Miriam Geiger	DDB Group Germany GmbH	Art Buyer
Mathilda Mutant	DDB Group Germany GmbH	Illustrator

The Campaign

Once we decided to target young people via Instagram the idea came out of the medium itself: using the Instagram Like-Heart as a symbol for giving someone a heart. So we teamed up with German and international influencers and created special illustrations of them. Illustrations with one important detail missing: their hearts. Instead there was a heart shaped hole in the middle of their bodies. The users could now give back the missing hearts by simply doubletapping onto the picture. Because every time that is done in Instagram a little heart appears right in the middle of the picture. With this very simple but strong visual we created an intense user experience that created a dialog between the influencers and their fans. Also the influencers asked their fans to go to Junge-helden.org and download an organ donation card.

Creative Execution

We worked together with young German and international influencers to kick-off the campaign. Therefore we supplied them with an illustration of themselves, but with one important detail missing: their hearts. They posted their “missing heart” visual at the same day, tagging each other and liking each others pictures. The post had a clear call to action: doubletap to give back the heart. Also our influencers asked their followers to go to Junge-Helden.org and get their organ donation card. Thanks to the doubletap mechanic we made the user part of the campaign and with every like our influencers got the message got spread even further. So for once liking a picture became more than just a nice gesture, it eventually saved lives.

The results overfilled our expectations. Within the first 24 hours the likes exploded. For most influencers the “Doubletap” post became their best ever performing post. All influencers gained more followers and increased their like engagements rates up to 68% percent. In total the posts got more than 30k likes reaching more than 800k people. But most importantly the Instagram-account from Junge Helden gained more than 42% new followers. And every new follower is a potential organ donor card holder. (Status Quo second of May 2016).

Two factors were crucial to for the idea. Where to launch it and how to make users interact with it. By creating an Instagram-Campaign and working with young German and international influencers we made sure that the campaign reached young people and by taking over the popular doubletap mechanic we ensured that people interact with the campaign naturally. We worked with the current user behavior and simply add a new meaning to it. By creating highly appealing key visuals and getting it spread by popular German and international influencers we reached our goal: create awareness for the topic and motivate young people to get an organ donor card.