| Title | ULTRASONIC MAFFIA CALL |
| Brand | JOYN GMBH |
| Product/Service | STREAMING-ANBIETER |
| Category |
C01. Guerrilla Marketing & Stunts |
|
Entrant
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
|
|
Idea Creation
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
|
|
Production
|
KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
|
|
Production 2
|
MARKENFILM Hamburg, GERMANY
|
|
Production 3
|
GERMAN WAHNSINN Hamburg, GERMANY
|
|
Post Production
|
KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
|
|
Additional Company
|
JOYN GMBH Munich, GERMANY
|
Credits
| Richard Biller |
Joyn GmbH |
Vice President Marketing |
| Isabell Hein |
Joyn GmbH |
Senior Creation Marketing Manager |
| Thomas Knüwer |
Kolle Rebbe GmbH |
Director Managing Creation |
| Mark Köhler |
Kolle Rebbe GmbH |
Creative Director, Art Director |
| Leonhard Keller |
Kolle Rebbe GmbH |
Creative Director, Copywriter |
| Antje Dorenbusch |
Kolle Rebbe GmbH |
Account Supervisor |
| Marc Hughes |
Kolle Rebbe GmbH |
Account Manager |
| Jan-Ole Brendel |
Kolle Rebbe GmbH |
Agency Producer |
| Anton Oelssner |
Markenfilm Hamburg GmbH |
Production Manager, Producer |
| Christopher Kerhahn |
Markenfilm Hamburg GmbH |
Producer |
| Jens Holzgreve |
Markenfilm Hamburg GmbH |
Director |
| Ole Bernhardi |
Markenfilm Hamburg GmbH |
Assistent Producer |
| Henryk Wumkes |
Markenfilm Hamburg GmbH |
Recording Director |
| Alexander Hildenberg |
Kolle Rebbe GmbH |
Director of Photography, Editor, Colourist |
| Alex Moll |
Markenfilm Hamburg GmbH |
Director of Photography |
| Julia Hütter |
Markenfilm Hamburg GmbH |
Director of Photography |
| Marius Fischer |
Markenfilm Hamburg GmbH |
Director of Photography |
| Dustin Rasimowicz |
Markenfilm Hamburg GmbH |
Director of Photography |
| Marvin Bruns |
Markenfilm Hamburg GmbH |
Director of Photography |
| Jennifer Stroh |
Markenfilm Hamburg GmbH |
Hair and Make-up Artist |
| Markenfilm Hamburg GmbH Jan |
Quaas |
Licht |
| Badasar Calbiyik |
Freelance |
Model / Actor |
| Falko Tilgner |
Kolle Rebbe GmbH |
Motion Designer |
| Philipp Feit |
German Wahnsinn GmbH |
Composer |
| Moritz P.G. Katz |
German Wahnsinn GmbH |
Composer |
| Nicolai Kopka |
German Wahnsinn GmbH |
Composer |
Why is this work relevant for Brand Experience & Activation?
How do you bring people closer to a new series? By making them part of it!
For the start of the second season of Mocro Maffia, we made its dark and exciting world a reality. We pulled passersby at a bus stop directly into the series. Out of nowhere, a gangster appeared on their smartphone, pulling them into the criminal underworld. This was made possible by a previously undiscovered security hole in smartphones. This allows voice assistants to be hacked with ultrasound and activate FaceTime unnoticed. With this guerilla stunt, we created the ultimate gateway for new series fans.
Background
In 2020 the streaming platform Joyn released the second season of the hit crime series Mocro Maffia. For the start, we needed to attract new fans to the dark and exciting world of Mocro Maffia. To do this, we had to give them a unique foretaste of the series. Another challenge was to stand out from the numerous out-of-home campaigns of the competition (Netflix, Amazon Prime, and TvNow), which released their series at the same time.
Describe the creative idea (20% of vote)
We pulled passersby directly into the series and turned a simple bus stop into a scene of Mocro Maffia. Using ultrasound, we hacked the smartphones of passersby, activated FaceTime unnoticed, and created an unforgettable video call with a gangster from the series. He reacted live to the events and made Mocro Maffia a reality for a moment.
Describe the strategy (20% of vote)
For the start of the second season, we needed to attract new fans for Mocro Maffia. To do this, we had to give them a unique foretaste of the series.
To draw attention to the series, we hijacked the medium that enjoys the most attention: smartphones. This was perfectly suited as an interface between the target group and our series.
Describe the execution (30% of vote)
We discovered a previously unknown security hole in smartphones. This allows voice assistants to be hacked via ultrasound and FaceTime to be activated unnoticed.
To do this, we developed special software and ultrasonic speakers that we placed in the roof of a bus stop.
These sent the inaudible command: “Hey Siri, make a FaceTime call to 0170XXXX” specifically to the smartphones of the waiting passengers. In this way, we created a video call with a gangster from Mocro Maffia. With the help of this call, we pulled the passersby directly into the series. In addition, the gangster acted live with them, starting with warnings about the police, up to the organization of drug transfers. For a while, Mocro Maffia became reality and the smartphone became the ticket to the criminal underworld.
List the results (30% of vote)
Mocro Maffia celebrated a brilliant start to the season. In the first two months alone, the second season reached more viewers than the first season had done in the entire period.
And furthermore the third season is already being planned.
Ninety-two percent of the passersby who became part of the Ultrasonic Maffia Call said in a survey that they would watch the series and tell their friends about it and the promotion.
Also the video documentary caused a lot of attention and generated a buzz during the teaser phase on social media and the press. With the Ultrasonic Maffia Call, Joyn proves its commitment to innovative and engaging entertainment. For Joyn, the user's experience does not begin with watching the series, but with the communication itself.