Title | THE NEVERENDING URL |
Brand | STANLEY BLACK+DECKER |
Product/Service | BLACK+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
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!