| Title | TOKYO TREE |
| Brand | DEUTSCHE SPORT MARKETING GMBH / DEUTSCHER OLYMPISCHER SPORTBUND E.V. (GERMAN OLY |
| Product/Service | TEAM DEUTSCHLAND |
| Category |
B02. Use of Ambient Media: Large Scale |
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Entrant
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Idea Creation
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Production
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REDDO INTERACTIVE GMBH Dresden, GERMANY
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Production 2
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REDDO INTERACTIVE GMBH Dresden, GERMANY
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Production 3
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KOMUNIQUE E.K. Dresden, GERMANY
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Production 4
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CLOUD NINE MEDIA GMBH Hamburg, GERMANY
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Production 5
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Additional Company
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GERMAN OLYMPIC SPORTS CONFEDERATION Frankfurt/Main, GERMANY
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Credits
| Marei Lops |
Deutsche Sport Marketing GmbH |
Communications Manager |
| Jens Behler |
German Olympic Sports Confederation |
Head of Digital Communications |
| Stefan Wübbe |
Kolle Rebbe GmbH |
Executive Creative Director |
| Rolf Leger |
Kolle Rebbe GmbH |
Group Creative Lead |
| Christoph Bielefeldt |
Kolle Rebbe GmbH |
Group Creative Lead |
| Marco Obermann |
Kolle Rebbe GmbH |
Group Creative Lead |
| Jan Vierig |
Kolle Rebbe GmbH |
Account Supervisor |
| André Tiedemann |
Kolle Rebbe GmbH |
Account Manager, Projektmanagement Online |
| Katharina Fuchs |
Kolle Rebbe GmbH |
Copywriter |
| Dereck Richards |
Kolle Rebbe GmbH |
Creative Concept |
| Jan-Ole Brendel |
Kolle Rebbe Studios |
Agency Producer, Producer |
| Stephan Gerlach |
Kolle Rebbe Studios |
Production Manager |
| Martin Lühe |
Kolle Rebbe Studios |
Production Manager |
| Christian Rentschler |
Kolle Rebbe GmbH |
Online Concept |
| Tobias Gebert |
Kolle Rebbe GmbH |
Web Developement |
| Antonia Backert |
Kolle Rebbe GmbH |
Art Director (online) |
| Christian Krause |
Kolle Rebbe GmbH |
Art Director (online) |
| Franziska Ziesche |
reddo INTERACTIVE GmbH |
Project Management |
| Johann Thiem |
reddo INTERACTIVE GmbH |
Account Manager & Concept |
| Brian Eschrich |
reddo LABS GmbH |
Developer |
| Robert Barth |
reddo LABS GmbH |
Technologist |
| Ivo Radtke |
komunique e.K. |
Project Manager |
| Gianluca Lorenzon |
CLOUD NINE MEDIA GMBH |
Developer |
| Gregory Jacob |
CLOUD NINE MEDIA GMBH |
Managing Director |
| Phillip Mall |
Freelance |
Director Of Photography |
| Lukas Duensing |
Freelance |
Director Of Photography Assistant |
| Sören Beseler |
Freelance |
Lightening |
| Felix Meyer |
Kolle Rebbe Studios |
Editor |
| Klaas Nocken |
Kolle Rebbe Studios |
Sounddesigner |
| Ella Schreiber |
Freelance |
Speaker |
| Ian O'Brien-Docker |
Freelance |
Composer |
| Billy Ray Schlag |
Freelance |
Composer |
Why is this work relevant for Brand Experience & Activation?
One of the tasks of the German Olympic Sports Confederation (DOSB) is to establish communication between the Olympic athletes and the public, the media, and the fans. The special circumstances of the Olympic Games were a challenge but also an opportunity for the DOSB to position itself more strongly as a brand for fans, athletes, and sports clubs.
Background
For the first time in history, the Olympic and Paralympic Games took place without spectators.
Due to the pandemic, the athletes had to spend their off time in the Olympic Village – far from family, friends, and fans.
The DOSB was looking for an unusual way to connect the German athletes with their fans back home. In addition, interesting content was to be created for their social media channels during the Games.
Describe the creative idea (20% of vote)
Under the motto “Being there without being there,” the Tokyo Tree was created. It is a digital tree that delivers fans’ messages from all over the world in real time to the athletes via mini printers.
Describe the strategy (20% of vote)
Instagram is the most important channel between athletes and their fans. It soon became clear that the largest target group could be reached and activated via this channel. A digital end medium in Tokyo (e.g., screens) would have been boring. The Tokyo Tree, on the other hand, created an exciting and creative cycle of digital and analog media: digital messages from the fans materialize as notes on-site and in turn become the subject of new digital messages from the athletes.
Describe the execution (30% of vote)
Inspired by the Japanese cherry tree, Sakura, one of the most important symbols in Japan, the Tokyo Tree was created: powerful in its shape, light in its blossoms.
Through a DOSB microsite and an Instagram profile, fans were able to send their cheers and wishes in real time to the athletes in the Olympic Village.
The Tokyo Tree was promoted before and during the Games via DOSB’s social media channels and by the athletes themselves.
Due to the transport and site conditions, all parts of the tree and the technical components (plug in and go) had to be modular and assemblable on-site.
List the results (30% of vote)
During the Olympic and Paralympic Games, interaction between athletes and fans took place through the Tokyo Tree, exceeding all expectations. Over 118,000 content interactions were recorded during the 30 days of competition. Over 20,000 messages were sent to the tree via the microsite and Instagram. In total, more than 3.8 million (organic) impressions were generated. It’s interesting to note that many sports fans first became aware of the DOSB as a brand through this campaign. In addition, they got to know and support athletes/teams from other disciplines through the Tokyo Tree.