DAWANDA DM, Case study CREATING LOVE by We Do Communication

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CREATING LOVE

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Industry Online Retail & E-stores
Media Direct marketing, Case study
Market Germany
Agency We Do Communication
Creative Director Thomas Avenhaus
Art Director Fabian Frese, Sebastian Kamp, Anja Diezel
Account Supervisor Tilman Dachselt
Illustrator Pia Marecki
Released October 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: DAWANDA
Product/Service: ONLINE FILM
Agency: WE DO COMMUNICATION
Date of First Appearance: Oct 12 2010
Entrant Company: WE DO COMMUNICATION, Berlin, GERMANY
Entry URL: http://de.dawanda.com/creating_love/
Chief Creative Officer: Professor Christoph M. Scheller (WE DO Communication)
Chief Planner: Gregor C. Blach (WE DO Communication)
Creative Director: Thomas Avenhaus (WE DO Communication)
Art Director: Fabian Jung (Fachhochschule Aachen)
Art Director: Sebastian Kamp (Fachhochschule Aachen)
Art Director: Anja Diezel (WE DO Communication)
Technical Concept and Supervision: Andreas Maser (WE DO Communication)
Account Supervisor: Tilman Dachselt (WE DO Communication)
Account Manager/Agency Producer: Cécile Engelen (WE DO Communication)
Animation: Christoph Wanja (WE DO Communication)
Post Production: Oskar Ziemba (Self Employed)
Illustrator: Pia Marecki (WE DO Communication)
Media placement: Internetfilm - Dawanda.com - 12 October 2010

Describe the brief/objective of the direct campaign.
DaWanda is an online marketplace for unique and handmade products where creative’s and designers can offer their one-of-a-kind and limited edition products for sale. We were asked to create an idea that would generate interest around DaWanda as the creative platform for unique products, involve the designers and orchestrate the new claim "products with love”. We created an outstanding idea based on the community’s passion and love for the handmade. The community itself became catalyst of our idea.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We launched a stop motion film composed of single, black and white outline sketch drawings (frames). Each frame was downloaded by a member, who then designed it however they liked, and uploaded the finished image back onto the DaWanda website. We then reassembled the frames into an animated short film that orchestrates the claim: Handicraft tools encounter each other in an insinuated love act and tell with a wink how things are made with love.

Explain why the creative execution was relevant to the product or service.
After a teaser phase in which we aroused the community's curiosity by well measured informations about an upcoming project in newsletters, on a website banner, on facebook, in the blog and the forum, the stop motion film was launched on a microsite. The community– from fashion and jewellery designers to furniture makers and artists – had three weeks in which to bring the film to life image by image. 'Creating Love: A DaWanda Community Film' became the first short film which has been completely created by an online community and for the community – making it a significant contribution to the contemporary creative scene as a whole. It is composed of 1,620 unique images which are also clickable links leading to the user’s shops, transforming each single frame into an online banner and an original customer connectivity tool.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Over 1,600 artists from more than 30 countries knitted, sawed, painted, built, soldered, crocheted, baked and thus made their unique contribution to the film. During the realization the community members helped each other and commented on incoming frames, which were shown in an online-gallery. Users posted enthusiastic comments, thanking the DaWanda staff for their great idea. Not least, many comments showed how dearly a similar follow-up project was expected. Creating Love also obtained wide media coverage: Radio stations, print media and numerous design and creative blogs wrote about the community film.