Title	THE SOUNDLOUNGE POSTER
Brand	CRAFTWORK - A BRAND OF AD AGENCYSERVICES
Product/Service	SOUNDLOUNGE
Category	C09. Use of New Technology
Entrant	BBDO GROUP GERMANY Düsseldorf, GERMANY
Idea Creation	BBDO GROUP GERMANY Düsseldorf, GERMANY
Media Placement	BBDO GROUP GERMANY Düsseldorf, GERMANY
PR	BBDO GROUP GERMANY Düsseldorf, GERMANY
Production	CRAFTWORK Düsseldorf, GERMANY
Additional Company	IOX LAB Düsseldorf, GERMANY

Name	Company	Position
Wolfgang Schneider	BBDO Group Germany GmbH	Chief Creative Officer
Darren Richardson, Ton Hollander	BBDO Düsseldorf GmbH	Chief Creative Officer
Kristoffer Heilemann	BBDO Düsseldorf GmbH	Creative Managing Director
Fabiano Oliveira	Proximity Worldwide	Creative Director
Miguel Chordá, Stefan Vogtländer	Proximity Worldwide	Designer
Albert Pozo, Marco Diaz	Proximity Worldwide	Junior Designer
Michel Dold	BBDO Düsseldorf GmbH	Copywriter
Steffen Gentis	BBDO Group Germany GmbH	Chief Production Officer / Copywriter
Sabine Bönigk, Valérie Gentis	BBDO Düsseldorf GmbH	Agency Producer
Bernhard Burg	BBDO Düsseldorf GmbH	Director Print Production
Michael Koch	CraftWork - a brand of ad agencyservices GmbH	Producer
-	CraftWork - a brand of ad agencyservices GmbH	Post Production Company
-	nhb studios Düsseldorf GmbH	Post Production Company
Thilo Zweihoff	nhb studios Düsseldorf GmbH	Producer
-	TRO GmbH	Audio Production House
Juhn Kim	CraftWork - a brand of ad agencyservices GmbH	Editor
Robert Jänisch	IOX Lab	Managing Director
Jan Gansow	IOX Lab	Project Manager
Thorin Hopkins, Simon Richter	IOX Lab	HW Developer
Mike Bayfield	Proximity Worldwide	Copywriter
Markus Steffen, Bastian Kohler	TRO GmbH	Producer
Ric Scheuss	TRO GmbH	Music Supervision
Bryan Kessler	-	Composer / Sound Design
Niklas Lemburg, Alexander Link	CraftWork - a brand of ad agencyservices GmbH	Director of Photography

The Campaign

We needed to promote an event that was all about sound, using a medium that wasn’t. So, we brought it alive to create the first printed poster that reacts to sound: that made noise visible. The result was a truly interactive experience that people would also talk about to others, amplifying the reach of the idea.

Execution

The posters were placed in the reception areas of leading sound studios and production houses around Germany, directly targeting our key target audience, inviting them to interact with the posters. Because they were interactive, they started to come alive with the slightest bit of ambient noise. This caught people’s attention and invited them to interact with the poster even more, making more noise – clapping, shouting, singing, dancing. Groups in our target audience also made their own videos of themselves interacting with the poster, which were shared on social media. We also made a short film that we shared with the trade press, completing the crossover from a traditional print medium into the digital world and amplifying our message further, deep into our target market. And all of this happened in one week.

All of the leading trade press who featured our campaign, named it Campaign of the Day, within one hour of receiving our press release – ensuring that everybody in the sound and advertising industry heard about it. Registration for the event doubled overnight. The reach was further amplified by several groups in our target audience making their own videos, which were shared on social media. This spread the reach even further in the press both in Germany and beyond into Austria and Switzerland. The result: a fantastically successful event attracting everybody who is anybody in the sound and advertising industries, reconfirming Düsseldorf as the place for sound professionals and ad agencies to be.

The Situation

On the surface, this campaign was just about a poster, but it went much deeper than that. Because of its innovative nature and placement, the poster itself became a talking point on social media and in the trade press, expanding its reach and impact far beyond the people who actually say the poster in real life.

The Strategy

Our target audience was professionals within the sound and advertising industries, at sound studios, production houses and agencies. Our strategy was to create something unseen and unheard of, that would make a big splash, to attract attention and visitors to our event. As we only had a very short time to reach people, we needed the poster to work much harder than just simply communicating the message of the event. It needed to create a buzz amongst our target audience and be featured in the trade press and shared on social media. By doing this we would amplify the reach and increase interest and intrigue in the event itself.