CATAPULT AIR – NON-STOP TO SYLT.

Short List
ClientSYLT MARKETING
Category B02. Breakthrough on a Budget
TitleCATAPULT AIR – NON-STOP TO SYLT.
Product/ServiceTHE ISLAND OF SYLT
Entrant PHILIPP UND KEUNTJE Hamburg, GERMANY
Idea Creation PHILIPP UND KEUNTJE Hamburg, GERMANY
Production PHILIPP UND KEUNTJE Hamburg, GERMANY
Credits
Name Company Position
Diether Kerner Philipp und Keuntje Chief Creative Officer
Oliver Zacharias-Tölle Philipp und Keuntje Executive Creative Director
Guilherme Altreider Philipp und Keuntje Senior Art Director
Thorsten Binder - Senior Art Director
Klaus Huber Philipp und Keuntje Senior Copywriter
Jens Hoffmann Philipp und Keuntje Director Brand Consulting
Franziska Danger Philipp und Keuntje Client Service Director
Charlotta Dittmann Philipp und Keuntje Senior Project Manager
Christian Hibbeler Philipp und Keuntje Head of Film Department
Ines Wolff Philipp und Keuntje Producer
Caspar-Jan Hogerzeil - Director
Manuel Mack - Cinematographer
Hendrik Wonsak - Social Media Manager

Summary

Sylt is an idyllic island in the north of Germany. Most Germans dream to visit the island and the white sandy beaches it’s so famous for. Every day, almost 5,000 commuters must travel there on a single-tracked railroad. A massive bottleneck putting businesses and jobs in danger. Protests have been ignored for decades. In 2018 the situation was about to escalate after 150 trip cancelations took place in only two months. The image of Sylt and its tourism industry suffered strongly. The strategy needed to engage politicians that don’t take this dramatic situation seriously, without paying for lobbyists or an expensive campaign. The proposal should include a powerful call-to-action to mobilize people in the region, so politicians would finally approve the railroad expansion between Sylt and the mainland. After reaching a tipping point, the Sylt Marketing GmbH (SMG) grew desperate and contacted us to ask for a creative solution. The proposal had to reflect the rebellious yet laid back style of the people of Sylt. A strong, mobilizing statement was needed but it was very clear that it shouldn’t be aggressive or offensive for the German railroad and its workers. Our answer was the fictional airline Catapult Air and the use of strategic timing. We needed to move fast to take advantage of the “Sommerloch” – the summer slump, a two-month period during which few things are reported on the news as most institutions and families are on holidays. We launched the video at a time where a majority was open to the message, thinking about holidays, maybe even planning their visit to Sylt. Catapult Air is a fictional airline bringing people to the island of Sylt with a catapult. Much faster and more reliable than the German railroad. The goal: a call to action that connected with the audience while maximising resources to work with a very small budget. The result: a lovingly staged two-minute film with island residents starring as airline staff and passengers. Ending with an appeal to rally supporters for Sylt’s railroad expansion petition. After Catapult Air organically conquered social media and every major German media outlet, politicians couldn’t ignore the petition anymore. Only four months after releasing the video, the German minister of transport approved the railroad expansion with a budget of 221 million Euros. The island’s problem was solved with a super tiny budget and in a short period of time – achieving a 1.6 million Euros media value. The people’s longstanding fears and worries were finally gone. The creative strategy proved that a good idea can have a powerful political impact, without paying for lobbyists or an expensive campaign. It motivated people from all over the country to get involved and join those directly affected to create a positive outcome. In the end, the creative strategy increased the exposure of the brand Sylt and contributed to a better quality of life for residents and commuters.