YouTube Digital CREATIVE HEADS by Kolle Rebbe Hamburg

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Industry Website, Portals
Media Digital, Interactive & Mobile
Market Germany
Agency Kolle Rebbe Hamburg
Copywriter Sandra Eichner
Released February 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: GOOGLE
Product/Service: YOUTUBE
Date of First Appearance: Mar 1 2010
Entrant Company: KOLLE REBBE, Hamburg, GERMANY
Entry URL:
Creative Direction: Stefan Wuebbe (Kolle Rebbe)
Creative Direction: Rolf Leger (Kolle Rebbe)
Art Direction / Design / Illustration / Typographer: Thomas Knuewer (Kolle Rebbe)
Copywriter: Sandra Eichner (Kolle Rebbe)
Graphic Design: Alex Daff (Kolle Rebbe)
Account Manager: Anne Peterseim (Kolle Rebbe)
Account Manager: Felix Negwer (Kolle Rebbe)
Art Buying: Katrin Gruen (Kolle Rebbe)
Productioner: Stephan Gerlach (Kolle Rebbe)
Final Artwork: Ralf Seelig (Kolle Rebbe)
Programmer: (SALON 91)
Idea: (Google / Hermann Vaske / Kolle Rebbe)
Media placement: Video Call - YouTube - March 2010
Media placement: Print Ads - Luerzers Archive - March 2010
Media placement: International Mailing - Universities And Ad Agencys - March 2010
Media placement: Posters - Universities - March 2010
Describe the brief/objective of the direct campaign.
The aim was to re-establish a stronger identity for YouTube as a video platform for creatives and increase the ratio of creative work in the content. The target group included both existing users and creatives who weren't using YouTube to publish their work.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed CREATIVE HEADS, a worldwide interactive creative contest on YouTube. Users could upload and comment on hand-made videos, and vote for the winning works. Under the patronage of some of the world's most productive minds, creative people got into a several-week dialog about their work. Invites were sent by post to large creative agencies around the world (Germany, UK, Netherlands, France, Spain, Italy, Poland, Sweden, Denmark, Norway, Finland, Israel, Japan, Brazil), and a global banner campaign was launched.
Explain why the creative execution was relevant to the product or service.
YouTube is the largest video platform on the Web, but not the most creative. Instead of simply claiming the opposite in a campaign, we made sure that things would really change for the better. With an interactive competition tailored precisely to a video platform, which wouldn't just change the image, but would actually make the content more creative.
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.
CREATIVE HEADS was a success for both sides. Creatives had the opportunity to present their work to the public and to network with other creatives in various ways. In turn, YouTube is now perceived as a more creative video platform. Promotion in numbers: Participants from 62 countries, 4,600 subscribers, and 11,000 videos submitted 105,000 votes and 4.1 million views.