THE NEVERENDING URL

TitleTHE NEVERENDING URL
BrandSTANLEY BLACK+DECKER
Product/ServiceBLACK+DECKER PRODUCT RANGE 2018
Category B01. Use of Radio & Audio as a Medium
Entrant McCANN FRANKFURT, GERMANY
Idea Creation McCANN FRANKFURT, GERMANY
Idea Creation 2 MRM//McCANN Frankfurt, GERMANY
Media Placement UM Frankfurt, GERMANY
Production STUDIO FUNK Düsseldorf, GERMANY
Additional Company NHB Düsseldorf, GERMANY
Credits
Name Company Position
Sebastian Hardieck McCANN Worldgroup Germany Chief Creative Officer
Martin Biela MRM//McCANN Executive Creative Director
Thomas Auerswald McCANN Worldgroup Germany Creative Director
Thomas Dempewolf MRM//McCANN Group Creative Director
Olaf Haarsma MRM//McCANN Creative Director
Sandra Schaus MRM//McCANN Art Director
Jan-David Winter MRM//McCANN Junior Art Director
Luo Yu MRM//McCANN Art Director
Danijel Beljan MRM//McCANN Creative Technologist
Mark Hollering MRM//McCANN Director Creative Technology
David Broghammer MRM//McCANN Social Media Manager
Fabian Moretti MRM//McCANN Copywriter
Juergen Bogendoerfer MRM//McCANN Senior Application Engineer
Andreas Zschischang MRM//McCANN Account Director
Saskia Haack MRM//McCANN Senior Account Manager
Timo Kockmeyer Studio Funk Sound Engineer
Tim Treppenhauer Universal McCANN Director Client Services
Klaus Flemmer McCANN Worldgroup Germany Head of Production

View Script

Write a short summary of what happens in the radio advert

On radio (and on social media, too) this short spot is aired each day, announcing the neverending URL -- valid only for one day. Listeners have to listen carefully and type it in the browser window. At 6 p.m. sharp, the website matching the URL disappears from the net, along with the daily prize. On the next morning, a new one appears – with another neverending URL: www.blackanddeckeradventskalender.de/blackanddeckerblackanddeckerblackanddeckerblackanddeckerblackanddeckerblackanddeckerblackanddeckerblackanddecker … The special idea is to re-invent the classical audio device in a complete new way. We play with the general audio element of the longest device and let it lead directly into the longest URL. The innovative thought behind this idea is the matching of radio spots and the daily changing URL. Both radio spots and URL correspond with each other. For this promotion it was crucial to co-ordinate both channels in a very smart way on a daily basis.

Cultural/Context information for the jury

The unbelievably long and neverending blackanddeckerblackanddeckerblackanddeckerblackanddecker audio signature was born in the 80’s and is very famous in Germany.

Script

The neverending URL! Welcome to Black+Decker’s Christmas sweepstake. To win, all you have to do is listen carefully. Please type into your browser window: blackanddeckeradventcalendar.de/ blackanddeckerblackanddeckerblackanddeckerblackanddecker blackanddeckerblackanddeckerblackanddeckerblackanddecker blackanddeckerblackanddeckerblackanddeckerblackanddecker blackanddeckerblackanddeckerblackanddeckerblackanddecker … Good luck!