Title	EVIL ZERO
Brand	DEUTSCHE ASSET MANAGEMENT INTERNATIONAL GMBH
Product/Service	DWS INVESTMENTS
Category	F01. Integrated Campaign led by Promo & Activation
Entrant	HAVAS DÜSSELDORF, GERMANY
Idea Creation	HAVAS DÜSSELDORF, GERMANY
Production	HAVAS DÜSSELDORF, GERMANY

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.

Campaign Success

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

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

Due to the current zero interest rate policy, conventional saving accounts can no longer beat the inflation rate – as a results, savers face a great loss of money.

Based on a strong 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.