2021 Brand Experience & Activation

TOKYO TREE

TitleTOKYO TREE
BrandDEUTSCHE SPORT MARKETING GMBH / DEUTSCHER OLYMPISCHER SPORTBUND E.V. (GERMAN OLY
Product/ServiceTEAM DEUTSCHLAND
Category C03. Exhibitions / Installations
Entrant KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Production REDDO INTERACTIVE GMBH Dresden, GERMANY
Production 2 REDDO INTERACTIVE GMBH Dresden, GERMANY
Production 3 KOMUNIQUE E.K. Dresden, GERMANY
Production 4 CLOUD NINE MEDIA GMBH Hamburg, GERMANY
Production 5 KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Additional Company GERMAN OLYMPIC SPORTS CONFEDERATION Frankfurt/Main, GERMANY
Credits
Name Company Position
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.