HAPPY MARX DAY

TitleHAPPY MARX DAY
BrandCWE - CHEMNITZER WIRTSCHAFTSFÖRDERUNGS- UND ENTWICKLUNGSGESELLSCHAFT MBH
Product/ServiceCITY MARKETING FOR THE CITY OF CHEMNITZ
Category B03. Use of Ambient Media: Large Scale
Entrant ZEBRA | GROUP Chemnitz, GERMANY
Idea Creation ZEBRA | GROUP Chemnitz, GERMANY
PR TEXT-IN-FORM Chemnitz, GERMANY
Production CREATIV CLICKS Chemnitz, GERMANY
Production 2 EOR MEDIASTUDIO Chemnitz, GERMANY
Additional Company KREATIVDOKTOR Ramsdorf, GERMANY
Additional Company 2 C-EVENTS Chemnitz, GERMANY
Credits
Name Company Position
Ralf Sippel zebra | group GmbH Managing Director Strategy
Joerg G. Fieback zebra | group GmbH Managing Director Creation
Axel Neumann zebra | group GmbH Creative Director
Ralf Wolfermann zebra | group GmbH Creative Director
Christian Köhler zebra | group GmbH Creative Director
Katina Scholz zebra | group GmbH Text and Conception
Kristin Dörner zebra | group GmbH Text and Conception
Ulrich Müller Kreativdoktor Text and Conception
Arndt Hecker Text-in-Form Text and Conception
Dirk Hanus zebra | group GmbH Photographer and Videographer

Why is this work relevant for Direct?

The campaign was addressed directly to the citizens of Chemnitz and aimed to bring them to the city centre and celebrate together at the Karl Marx Monument. Of course, people could also follow it live on Facebook. One particular challenge was getting the seven-metre bronze bust to speak using computer-generated imagery. But in the end, the event was a highlight of the celebration and a positive experience for the people of Chemnitz. It should strengthen their pride in their city and boost positive media attention.

Background

Chemnitz has the image of an industrial city that is not quite popular with tourists or even its own residents. Demographically, it’s getting older, with hip young people moving to Leipzig or even further afield. For the 200th birthday of Karl Marx, the city that once bore his name sought to develop a creative concept that would set their celebration apart from the official one in Marx’s birthplace of Trier. The event was intended to convey a positive image of Chemnitz, both to the locals and to the international media. The goal was to gain as much media publicity as possible.

Describe the creative idea

On 5 May, 2018, famous philosopher and erstwhile namesake of the city of Chemnitz, Karl Marx, would have turned 200 years old. Where better than the Karl Marx monument in Chemnitz – the second-largest bust in the world – to hold a birthday event with all citizens invited? And so, given voice by projected sound-and-light animation, the 7-metre-high bronze head revealed how his keen intellect has kept up with the times. As he ruminated on the course of the world in full public view, VIPs from around the world paid him a call. Vladimir Putin, Donald Trump, Angela Merkel and Heidi Klum were among those who called to congratulate him on his 200th birthday. Between calls, Marx delivered a series of monologues on the city and its society, and tribute was thus paid to the legacy of the great philosopher.

Describe the strategy

The goal of the city marketing campaign is to position Chemnitz as a liveable, lovable city that is a great place to live and work. By holding various activities and events, the city hopes to inspire a new “relaxed urban” feel, where life in Chemnitz is something to experience. With unique events, a thriving art scene, and alternative ways of thinking, Chemnitz and the surrounding area are to become a stage that attracts people from outside the city. Various opportunities for dialogue should also encourage residents of Chemnitz to engage with their home town; just like Marx and his monologues, there are many different viewpoints represented in Chemnitz. This exchange may take place in town, on social media or via various other online tools. New formats, such as the talking “Nischel”, projected directly onto the Marx Monument, help to liven up the city centre and provide people with cultural stimulation.

Describe the execution

The biggest challenge for the animated projection was presented by the size and structure huge monument. The creators sought out an image of the monument from the right perspective. The image was edited, and special software was used to scan the image and position the eyes, mouth, lips, etc. The scripted parts were recorded, and the voice-over files were then scanned in the software to create an animation in which the mouth moved in sync with the sound. At the site, the animation was projected onto the seven-metre-high statue using powerful laser projectors. And thus Karl Marx was made to talk. The 20-minute video footage of the talking “Nischel” played before thousands of people, either live or on Facebook. The show ran for two hours in a continuous loop so that every guest had the chance to see the whole thing, even if they came in at the middle.

List the results

More than 6,000 viewers on location Equivalent to 2.5 million euros of advertising – the cost of running an advertising campaign of the same value.