THE DEVK SELFIESCARF

TitleTHE DEVK SELFIESCARF
BrandDEVK VERSICHERUNG
Category E03. Technology
Product/ServiceDEVK INSURANCE
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
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

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.