THROWBACK ’89 – AN INTERACTIVE TIME TRAVEL TO THE FALL OF THE BERLIN WALL
Title | THROWBACK ’89 – AN INTERACTIVE TIME TRAVEL TO THE FALL OF THE BERLIN WALL |
Brand | ARD-AKTUELL |
Product/Service | TAGESSCHAU |
Category |
I03. Single-market Campaign |
Entrant
|
ARD Hamburg, GERMANY
|
Idea Creation
|
LA RED GMBH Hamburg, GERMANY
|
Production
|
LA RED GMBH Hamburg, GERMANY
|
Credits
Matthias Maurer |
la red GmbH |
Managing Director |
Daniel Klose |
la red GmbH |
Creative Director |
Benjamin Meier |
la red GmbH |
Art Director |
Philip Bartsch |
la red GmbH |
Creative Director |
Markus Ölschläger |
la red GmbH |
Copywriter |
Jan-Erik Scheibner |
la red GmbH |
Copywriter |
Julian Felix Lorenz |
la red GmbH |
Art Director |
Tony Pfeifruck |
la red GmbH |
Media Manager |
Christin Schaffarzick |
la red GmbH |
Media Manager |
Background
1989: Fall of the Berlin Wall. 2019: Over 25M Germans can’t relate to the historic moment.
They simply weren’t born back then! On its 30th anniversary, German news programme “Tagesschau” wanted to let these young people experience the symbolism and emotions
of it. But how does one spark a young generation’s interest for an historic event, make it
accessible and the Fall of the Wall experienceable?
Describe the strategy
Throwback 89 tells the story of the Fall of the Berlin wall in an innovative way – while knowing exactly where to reach the young audience: on their smartphones. Using state-of-the-art technology, the historical events of 1989 are made tangible in the way young people use their smartphones - and become a cross-platform experience that reaches young people throughout Germany.
Describe the execution
We built a virtual replica of the wall in Augmented Reality and representatively placed it over the upper part of the historical building. Everyone who opens the lens on site is encouraged to end this distressing scenario by tearing down the wall. On tap the wall then bursts into pieces and sets off festive fireworks. The banner “Never divided again” demonstrates, how important solidarity is. To raise awareness for the Lens, we created a variety of formats for Snapchat. A strong message motivates young people to take a stand. A fictional Instagram diary makes the last days before the fall of the wall tangible from the perspective of a teenager. As if Insta-Stories had already existed in 1989. A studio has also been recreated so that our target group can retell the historical news themselves and share it on the internet.
List the results
With a 26% engagement rate, the Snapchat Landmarker Lens exceeded every expectation and more than two Million were reached within less than a month through our initiative on Snapchat, helping "Tagesschau" to become the most relevant news platform for the young target group on German social media.
Please tell us how the work was designed / adapted for a single country / region / market.
For the first time, a German brand used Snapchat Landmarker Lens – on a symbolic sight:
Brandenburger Tor. Here, an AR replica of the Wall covered up Brandenburger Tor.
A threatening scenario that users were able to end with a tap. Allowing them to experience
the moment of joy! Our message “Never divided again” clarified the importance of solidarity
in today’s increasingly divided German society.