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

Name	Company	Position
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.