Type of entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Advertiser: CNN INTERNATIONAL
Product/Service: CNN INTERNATIONAL
Agency: HEIMAT Berlin, GERMANY
Creative Director: Myles Lord (HEIMAT, Berlin)
Copywriter: Nikolai Diepenbrock (HEIMAT, Berlin)
Art Director: Carsten Schubert (HEIMAT, Berlin)
Producer: Jessica Valin (HEIMAT, Berlin)
Account Manager: Till Hopf (HEIMAT, Berlin)
Strategic Planning: Andreas Mengele (HEIMAT, Berlin)
Designer: Erik Prautsch (HEIMAT, Berlin)
Artist: El Bocho ()
Account Manager: Holger Hennschen (HEIMAT, Berlin)
Marketing CNN: Jörg Budenberg (CNN)
Results and Effectiveness:
- CNN’s new slogan was communicated to over 2 million people on the streets during the anniversary celebrations.
- CNN International begins dialogue with new audiences - never reached before by traditional marketing.
'Go Beyond Borders' was launched as an ambient concept to mark the anniversary of the fall of the Wall. The core medium: 40 kilometers of adhesive tape marking the former border between East and West Berlin. The tape was used as a carrier for CNN’s message and was highly visible to the scores of international visitors who came to the city for this special event.
Along the red line, the tape artist EL BOCHO depicted places and images that people would remember
Information panels in several languages informed people about what was going on. The integrated QR codes invited people to share their own thoughts and experiences. The production was also accessible to an international audience via Google Maps. Photos, reports, blogs, social media, videos and of course the artwork of El Bocho all contributed to ensuring that the broadcaster’s new slogan truly made waves ‘Beyond Borders’.
Insights, Strategy and the Idea:
The task was to introduce CNN's new slogan 'Go Beyond Borders' to the public. The idea should get people talking and understand CNN's new positioning. And by doing so reach people beyond the classic CNN target group. The execution should use non-traditional advertising to create a modern, interesting image of CNN International.
The basic media idea was to launch a outdoor/ambient campaign that took advantage of the ultimate 'Go Beyond Borders' event in history: the fall of the Berlin Wall.
The anniversary event was highly befitting for CNN’s new slogan.
The Promo / PR Ad titled GO BEYOND BORDERS was done by Heimat, Berlin advertising agency for product: Cnn International (brand: CNN) in Germany. It was released in the Jun 2010.