AS&S Promo, Case study ACID ON WHEELS by Lukas Lindemann Rosinski

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ACID ON WHEELS

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Germany
Agency Lukas Lindemann Rosinski
Director Mikala Hyldig-Dal, Daniel Franke
Creative Director Bernhard Lukas
Art Director Soen Becker
Copywriter Tim Esser, Jan Hoffmeister
Producer Dennis Brinkmann
Released May 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: AS&S RADIO
Product/Service: AS&S RADIO
Agency: LUKAS LINDEMANN ROSINSKI
Chief Creative Officer: Bernhard Lukas (Lukas Lindemann Rosinski)
Chief Creative Officer: Arno Lindemann (Lukas Lindemann Rosinski)
Creative Director: Bernhard Lukas (Lukas Lindemann Rosinski)
Copywriter: Jan Hoffmeister (Lukas Lindemann Rosinski)
Copywriter: Tim Esser (Lukas Lindemann Rosinski)
Art Director: Soen Becker (Lukas Lindemann Rosinski)
Account Manager: Jacqueline Hanneforth (Lukas Lindemann Rosinski)
Planning: Liane Siebenhaar (Lukas Lindemann Rosinski)
Producer: Dennis Brinkmann (Final Touch Filmproduktion)
Audio producer/Sound engineer: Lukas Walter (Hastings Music)
Audio Producer: Olaf Weitzl (Hastings Music)
Casting: Claudia Hesse (Hastings Music)
Director: Daniel Franke (We Are Chop Chop)
Director: Mikala Hyldig-Dal (We Are Chop Chop)
Composer: Christine Westphal
Composer: Stefan Westphal
Singer/Speaker: Luise Lunow
Director/Casefilm: Henning Christiansen (Final Touch Filmproduction)
Styling: Kathrin Hauer
Programming: Ulf-Dieter Spethmann
Media placement: Radio - 1LIVE, 89.0 RTL, Alster Radio, Radio Brocken, Bayern 1, Bayern 3, Fritz, 105.5 Das Hitradio, Etc. - 26. May 2011
Media placement: Social Media - Facebook, Twitter, Youtube - 26. May 2011
Media placement: Website - Www.enkelschreck.de - 26. May 2011
Media placement: Press Articles - W&V, Horizont; New Business, Popcorn - 16. June 2011
Media placement: Merchandising - Www.enkelschreck.de - 26. May 2011

Summary of the Campaign
Many marketing decision-makers believe radio ads are old-fashioned and that social media sites have greater appeal. AS&S, a company that markets radio air-time, wanted to change this perception.

Our Idea:
Instead of doing battle with new media, we demonstrated how radio advertising can even create online hype. To achieve this, we invented a Google search term and a corresponding product: Enkelschreck – Germany’s oldest female rapper. Enkelschreck was kitted out with a hand-knitted website, eye-catching logo, Facebook and Twitter pages and the hit single 'Acid auf Rädern' (Acid on Wheels), including a music video. This song was advertised exclusively via radio. We were confident that listeners would then search for Enkelschreck online, thereby proving that radio works. The results: more than 11,000 Facebook fans, 180,000 Google hits, 1.5m YouTube views plus extensive media coverage, articles in the trade and general press. Broadcasters played the full 3-minute version of 'Acid auf Rädern' over and over again. And 200,000 fans downloaded the single from iTunes. A direct mailing documenting the campaign’s success was then sent to media decision-makers.

The Situation
Many marketing decision makers believe radio ads are old-fashioned and that social media sites have greater appeal. AS&S, a company that markets radio air time, was losing a massive amount of revenue as a result of this perception. Radio’s image as 'old media' needed to be overhauled in order to instigate an industry-wide shift in opinion regarding radio advertising.

The Goal
Our goal was to get people talking about radio again and to inspire existing and potential customers to reintroduce a substantial amount of radio advertising into their media mix.

The Strategy
Instead of doing battle with new media, we made use of social media to generate PR that showed radio advertising in a whole new light.

Execution
In order to achieve this, we invented a new Google search term and a corresponding product: Enkelschreck – Germany’s oldest female rapper. Enkelschreck was kitted out with a hand-knitted website, an eye-catching logo, a Facebook fan page, a Twitter channel and the smash hit single 'Acid auf Rädern' (Acid on Wheels), including a YouTube music video. This hit song was promoted exclusively with radio ads. We were confident that, in a short period of time, many listeners would search for Enkelschreck online and that the story would receive lots of media coverage, thereby proving that radio works. A direct mailing documenting the success of the PR campaign was then sent to media decision-makers.

Documented Results
Radio promotion and the resulting PR made Enkelschreck into an overnight internet star. A few figures: 11,000 Facebook fans, 180,000 Google hits, 1.5m YouTube views, and extensive media-coverage through blog entries and articles in the trade and general press. Numerous radio broadcasters played the full 3-minute version of 'Acid auf Rädern' over and over again. And a staggering 200,000 fans downloaded the single from iTunes. Most importantly, with the help of social media, we were able to make radio advertising more appealing to marketing decision-makers, as demonstrated by a response rate of 24%. The Enkelschreck experiment changed the way the entire advertising industry views the medium of radio.