EVIL ZERO

ClientDEUTSCHE ASSET MANAGEMENT INTERNATIONAL GMBH
Category F01. Branded Games
TitleEVIL ZERO
Product/ServiceDWS INVESTMENTS
Entrant HAVAS DÜSSELDORF, GERMANY
Idea Creation HAVAS DÜSSELDORF, GERMANY
Production HAVAS DÜSSELDORF, GERMANY
Credits
Name Company Position
Matthias Marstaller Havas Düsseldorf Director Client Service
Torsten Pollmann Havas Düsseldorf Executive Creative Director
Oliver Hilbring Havas Düsseldorf Creative Director
Marc Steinberg Havas Düsseldorf Creative Director
Stefan Muhl Havas Düsseldorf Senior Art Director
David Ulc Havas Düsseldorf Copywriter
Muhamed Braimi Havas Düsseldorf Art Director

The Campaign

In order to create awareness for this financial problem, investment expert DWS creates a symbol for the zero interest – the Evil Zero is born.

Creative Execution

The Evil Zero is omnipresent – online and offline. There is no escape. A multi-faceted guerilla tour, TV presence, widespread online activities and an augmented reality app create a great buzz around the zero interest problem. All activities link to the products of DWS Investment – to end the zero interest horror.

2,5 millions views on youtube and TV, 400.000 visitors aon the DWS website, 146.000 interactions through influencers.

Based on a strog key visual character the campaign is integrated across all offline and online channels - paid, earned and owned media. It had to have a strong core of social media usage and offerings, as this is a chanel particularly of importance for a major part of the distribution partners, who work actively with SoMe in their sales efforts. This quite unconventional character approach is build less by large media budgets put behind, but more by the quality of experience the individual campaign parts allow (event/fair/gaming executions) for the respective audience and by the linkage into other campaign parts.