Title	THE DEVK SELFIESCARF
Brand	DEVK VERSICHERUNG
Product/Service	DEVK INSURANCE
Category	G04. Social Behaviour & Cultural Insight
Entrant	GRABARZ & PARTNER Hamburg, GERMANY
Idea Creation	GRABARZ & PARTNER Hamburg, GERMANY
Media Placement	PILOT BERLIN, GERMANY
Media Placement 2	UNRULY GROUP Hamburg, GERMANY
Production	14 FRAMES Cologne, GERMANY
Production 2	FC-TV Cologne, GERMANY
Production 3	STUDIO FUNK Hamburg, GERMANY
Additional Company	DEVK VERSICHERUNGEN Cologne, GERMANY

Name	Company	Position
Ralf Heuel	Grabarz & Partner	Chief Creative Officer
Diana Sukopp	Grabarz & Partner	Group CD
Thomas Fritze	Grabarz & Partner	Creative Director
Stefan Geschke	Grabarz & Partner	Creative Director
Sarah Fröhlich	Grabarz & Partner	Art Director
Mariella Riedel	Grabarz & Partner	Art Director
Dominique Nuszkowski	Grabarz & Partner	Copywriter
Martin Gillen	Grabarz & Partner	Copywriter
Julia Wilhelm	Grabarz & Partner	Account Manager
Jana Quest	Grabarz & Partner	Account Manager
Christoph Sträßer	Grabarz & Partner	Production
Michael Güntner	Grabarz & Partner	Agency Producer
Malte Bringsken	Grabarz & Partner	Agency Producer
Sebastian Greiner	DEVK Versicherungen	Head of Corporate Communication and Online-Marketing
Christiane Niehaus	DEVK Versicherungen	Senior Specialist Creation/Media
Kiefer Tauchmann	14 Frames Gbr	Director
Jan-Hendrik Dreyer	Grabarz & Partner	DOP Lighting Cameraman
Michael Meiters	14 Frames Gbr	Producer
Natascha Heydorn	pilot Berlin GmbH	Media Manager
Thomas Schlosser	FC-TV 1. FC Köln GmbH & Co.KGaA	Producer

Why is this work relevant for Brand Experience & Activation?

To bring our small insurance company with a very limited ad budget into the relevant set of our target group, we developed an innovative fan experience. And promoted it as a „groundbreaking innovation“ with a twinkle in the eye. But actually, it solves one of the biggest problems fans have in an entertaining way. Since they spend more and more time with their phones than supporting their team, it’s the first time a fan product makes it possible for them to cheer and share their experiences online at the same time. Introducing: The DEVK Selfiescarf.

background

Cologne FC is battling to return to the first league. Once a very successful and proud club, they’re now buried in the second division. Their fans have never lost their typical Cologne-style sense of humour and support their team with vigour, but also with a twinkle in the eye. That’s why DEVK is so proud of being their sponsor. However it’s a worldwide problem that more and more fans are rather busy with their phones during games than supporting their team. Since our campaign motto is „We turn your problem into our problem“, our goal was to promote this motto within the target group. And develop a solution that helps the fans to become better fans – so that the players get the best support possible.

Describe the creative idea (20% of vote)

DEVK is a sponsor of 2nd division football club Cologne FC. Our campaign motto is: „We turn your problem into ours“. To promote this motto within the very specific target group of Cologne FC fans and to give the players the best support they can get, we’ve developed, designed and built an innovative fan product: The DEVK Selfiescarf. The first football scarf that takes pictures while you cheer. On the front side a typical 140cm Cologne FC football scarf to support the team. On the back side with a built-in bluetooth button and a specially designed smartphone holder that fits all common phone models to take selfies. At first it all started in good fun. But then, it received so many requests to be put into series production, we decided to file a patent for it.

Describe the strategy (20% of vote)

To promote DEVK’S campaign motto, we had to keep one important aspect in mind: The target group is very specific, local and geographically limited to Western Germany. We also wanted to add purpose to our sponsoring engagement and position ourselves as a caring brand. That’s why we talked to fanclub members about the challenges digitalization brings with it. And identified one problem: a lot of fans in the stadium just don’t support the team anymore, because they’re always busy taking selfies. Knowing that this is a controversial topic, we used a specific tonality that is typical for the city: funny, loving, charming but also passionate and with the right sense of urgency. Because the club was in the promotion battle for the first league, we decided to position the Selfiescarf as a „groundbreaking“ innovation that will help the club to get back to the belle etage of German Football.

Describe the execution (30% of vote)

From the first draft to the actual prototype, the Selfiescarf was developed, designed and built in house. After months of rework and refinement, a limited edition of scarves was then produced in cooperation with partners. Coming with a specially designed packaging, we gave the scarves to the true core of the target group: members of fanclubs. They could then test the Selfiescarf in the stadium at an important home game. To promote the product, we spread an online film via social media and targeted it at all Cologne FC fans on Facebook and Germany’s most important football websites. After the end of the campaign, we decided to put the scarf into serial production.

List the results (30% of vote)

The most successful campaign by a German insurance company ever. Within 7 days: - 1,7 million impressions, - More than 1 million views - Almost 50 000 interactions. - 39% increase of approval to the statement „DEVK is a problem solver“ - 40% increase in purchase intent - 49% percent increase in brand favourability - 1033% increase in unaided brand awareness. - 5,1% engagement rate. - 4,39 % Click-Trough-Rate - Several hundred requests to put the scarf into serial production.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

It is a common problem worldwide that people spend more and more time with their phones – and therefore miss a lot of exciting moments in real life. Same goes, of course, for fans in football stadiums all over the world. A lot of them miss important goals and don’t support their team as they should, because they are rather taking selfies or are online. So, instead of telling fans not to take selfies or use their phone during a game, and therefore reject their normal social behaviour nowadays, we developed a solution that enables them to cheer for their team and take selfies at the same time.