Black & Decker Tools - "The Neverending URL"

McCann Worldgroup Germany

McCann Worldgroup Germany Frankfurt am Main, Alemania

Premios

3707

Marca: Black & Decker Tools
País: Alemania

Anunciante: Stanley Black & Decker

Título	The Neverending URL
Brief	In Germany Black+Decker is known not just for its tools but for an audio signature from the 1980s: the words blackanddeckerblackanddecker repeated over and over. This competition gave people the chance to win a power tool by accessing the brand's online advent calendar. The problem was, the URL contained many, many "blackanddeckers". Only those who typed in the exact amount could win. In the meantime, they were forced to keep the brand name at the tip of their fingers.
Agencia	McCann Worldgroup Germany
Campaña	The Neverending URL
Anunciante	Stanley Black & Decker
Marca	Black & Decker Tools
Posted	Noviembre 2018
Sector Empresarial	Herramientas, productos de bricolaje
Sinopsis	The power tools division supplies the German DIY market. It includes powered and battery operated tools, small appliances as well as tool accessories.
Problema	In Germany tool giant Black+Decker is not just known for its tools but also for an unforgettable audio signature from the 1980s. Its fanbase is also hard to excite. Unless you offer them the opportunity to complete their extensive tool collection. To activate the community by telling a cross-platform story Black+Decker places an uncommon Christmas gift message via sweepstakes on radio and social media channels – based on their cult-classic audio signature from the 80’s: blackanddeckerblackanddeckerblackanddeckerblackanddecker …It’s both a digital and audio promotion with creative use of content to give the famous neverending audio signature on the DIY market an also neverending URL. The digital Black+Decker advent calendar makes typing in a URL an unforgettable brand experience. Those who type in exactly the right amount of “Black+Deckers” can win a great Black+Decker tool each day – and memorize the brand, not only acoustically, but also physically (through repeated typing).
Medio	Interactivo
Responsable de la creación	Sebastian Hardieck
Director ejecutivo de creación	Martin Biela
Director del grupo de creación	Thomas Dempewolf
Director creativo	Thomas Auerswald
Director creativo	Olaf Haarsma
Director artístico	Sandra Schaus
Responsable de conceptos / redactor	Fabian Moretti
Director artístico	Luo Yu
Creative technologist	Danijel Beljan
Director Creative Technology	Mark Hollering
Social Media Manager	David Broghammer
Senior Application Engineer	Juergen Bogendoerfer
Director de cuentas	Andreas Zschischang
Senior Account Manager	Saskia Haack
Responsable de la producción	Klaus Flemmer