Title | EVIL ZERO |
Brand | DEUTSCHE ASSET MANAGEMENT INTERNATIONAL GMBH |
Product/Service | DWS INVESTMENTS |
Category |
E01. Mobile Games |
Entrant
|
HAVAS DÜSSELDORF, GERMANY
|
Idea Creation
|
HAVAS DÜSSELDORF, GERMANY
|
Production
|
HAVAS DÜSSELDORF, GERMANY
|
Credits
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 throuh 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.