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
|
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.
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.