Title	THE WHITE HOUSE
Brand	MOVE24 GROUP GMBH
Product/Service	MOVE24 MOVING COMPANY
Category	A05. Travel, Transport & Leisure
Entrant	JUNG VON MATT Hamburg, GERMANY
Idea Creation	JUNG VON MATT Hamburg, GERMANY
Production	ANORAK Berlin, GERMANY
Additional Company	MOVE24 GROUP Berlin, GERMANY

Name	Company	Position
Dörte Spengler-Ahrens	Jung von Matt AG	Managing Director Creation
Alex Schmid	Jung von Matt AG	Creative Director
Clara Brandt	Jung von Matt AG	Art Director
Stefan Golde	Jung von Matt AG	Copywriter
Tanja Tauber	Jung von Matt AG	Project Manager
Nelli Walker	Jung von Matt AG	Project Manager
Natalie Martens	Jung von Matt AG	Client Service Director
Dennis Wendt	Jung von Matt AG	Agency Producer
Calle Astrand	ANORAK Film GmbH	Director
Frank Apel	Jung von Matt AG	Managing Director Client Services
Daniel Holland	Dan Holland Cinematographer	Cameraman
Christiane Dressler	ANORAK Film GmbH	Executive Producer
Henning Martens	Slaughterhouse GMBH	Senior Producer

The Campaign

In order to raise attention for MOVE24’s fast moving service, we created a film that would hijack the biggest media event in years: the presedential election in 2016. We showed what moving day into the White House would have looked like for the new US president with MOVE24. In our film, former president Barack Obama wakes in his room and finds Donald Trump waiting, only possible because Trump had moved in so quickly thanks to MOVE24’s promise: Moving faster – with MOVE 24.

Creative Execution

Since we could not know the outcome of the election beforehand, we produced two films: one version with Hillary Clinton as the next president, and one with Donald Trump. Just after the election, we aired the version with Donald Trump.

The film was a huge success. Within only a few hours the film led to many headlines, had over 4 million views, and 50.000 shares online. The biggest success? Bookings increased by 50% just after the film’s release .

With a small and smart idea used in with relevant context at perfect timing, we managed to make MOVE24 the talk of the town within a short period of time. We connected our brand promise with the biggest media event in years – the US presdidential election in 2016. This led to the press broadcasting our brand promise and being seen by millions of users.

Insights, Strategy and the Idea

The strategy was based on the idea of airing our film with the best possible timing, using the biggest media event in years - the presedential election in 2016 – for MOVE24. In doing so, we hoped to put MOVE24 in the spotlight with a high PR reaction in the press and in several social media channels.