LULLALAND.NET by Jung Von Matt/Alster Hamburg for Fey&Co

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LULLALAND.NET

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Industry Electronic Devices & Home Appliances, Home Furniture
Media Design & Branding
Market Germany
Agency Jung Von Matt/Alster Hamburg
Executive Creative Director Sascha Hanke
Creative Director Nicole Holzenkamp, Arne Habermann, Jo Marie Farwick
Copywriter Katharina Schmitt
Released January 2011

Credits & Description

Category: Online Digital Design
Advertiser: FEY & CO
Product/Service: MATTRESSES
Agency: JUNG von MATT
Date of First Appearance: Jan 31 2011
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Entry URL: http://www.lullaland.net/awards/cannes
Executive Creative Director: Sascha Hanke (Jung von Matt AG)
Creative Director: Jo Marie Farwick (Jung von Matt AG)
Creative Director: Nicole Holzenkamp (Jung von Matt AG)
Creative Director: Arne Habermann (Jung von Matt AG)
Art Direction: David Aufdembrinke (Jung von Matt AG)
Design: Michael Blendow (Jung von Matt AG)
Design: Silja Schulwitz (Jung von Matt AG)
Concept: Bjoern-Arne Lange (Jung von Matt AG)
Concept: Johannes Schubert (Jung von Matt AG)
Concept: Annabel Schubert (Jung von Matt AG)
Graphic Design: Kay Potthoff (Jung von Matt AG)
Graphic Design: Benjamin Wild (Jung von Matt AG)
Copywriter: Katharina Schmitt (Jung von Matt AG)
Sound Design: Klaas Nocken (White Horse Music)
Programmer: Benjamin Herholz (Markenfilm Crossing GmbH)
Programmer: Konrad Gulla (Markenfilm Crossing GmbH)
Account Manager: Yves Zeh (Jung von Matt AG)
Motion/3D Graphics: Malte Rehde (Jung von Matt AG)
Design: Katharina Walther (Jung von Matt AG)
Motion/3D Graphics: Oliver Kossatz (Jung von Matt AG)
Media placement: ONLINE - Fey Homepage, Facebook, Twitter - 31.01.2011

Describe the brief from the client
Everything revolves around a good night at mattress-maker Fey & Co.
And that was precisely what had to be communicated: in an online campaign, Fey & Co was to be presented internationally as a messenger for a very good night.

Describe the challenges and key objectives
We used # (hashtag) tweets as an advertising medium for the first time and filtered all #goodnight tweets from Twitter. So anyone who twitters #goodnight automatically becomes part of the campaign. Using a simple reply message, goodnight Tweeters receive an invitation to visit lullaland.net. Here, all #goodnight tweets are collected and translated letter for letter into Lullatweets, the world’s first melodic tweets.
At lullaland.net, users can not only listen to all Lullatweets, they can also become actively involved by composing their own lullabies – simply by writing a tweet.
Plus, Lullatweets can be shared on Facebook or downloaded as MP3 files.

Describe how you arrived at the final design
The tower of goodnight wishes.

The design creates a pleasant goodnight atmosphere.

The focus is on the customer’s product, because a pile of mattresses grows with each #goodnight tweet. In this way we link the product – mattresses – with an unseen and surprising kind of data visualisation.

Each individual mattress contains a goodnight wish with its own lullaby.

To achieve that, every letter of the tweet is transformed into a note. This harmonious and simple sound algorithm invites users to compose their own lullabies. Individual animated elements visually underscore the sound experience.

Thus, the whole application always remains varied and entertaining, and invites users from all over the world to explore the site and participate in it.

Give some indication of how successful the outcome was in the market
In the first quarter alone, more than 200,000 Lullatweets were generated.
The targeted approach to #goodnight Tweeters resulted in a wave of retweets and thousands of people becoming part of our campaign.
Lullaland.net has been received enthusiastically around the globe. Many bloggers have reported on the innovative and entertaining website, and in doing so carried the brand message of Fey & Co throughout all channels.
In this unusual way we achieved the goal of heightening awareness of mattress manufacturer Fey & Co exponentially, and establishing the brand as a messenger for a very good night on the social web.