Title | THE DEVK SELFIESCARF |
Brand | DEVK VERSICHERUNG |
Product/Service | DEVK INSURANCE |
Category |
E03. Technology |
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
|
Credits
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 |
Write a short summary of what happens in the digital or ambient execution or campaign.
The DEVK Selfiescarf is a „groundbreaking“ promotional item the football world has never seen before. For the first time, it allows fans in the stadium to cheer for their team and take selfies at the same time. 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. From the first draft to the actual prototype, the Selfiescarf was developed, designed and built in house. Then we gave a limited edition of scarves to Cologne FC fanclub members to test them live at a home game in Cologne FC’s stadium.
Cultural / Context information for the jury
Cologne FC is battling to return to the Bundesliga. Once a very successful and proud club, they’re now buried in the second division. However, 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 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 team gets the best support possible.
Explain how the work innovatively used the outdoor medium.
We turned a typical fan item that is worn outdoors and inside of football stadiums all over the world into a digital device that allows fans to cheer for their team and take selfies at the same time ¬¬¬– while allowing us to interact with our target group in a totally new way within an ambient surrounding.