GO BEYOND BORDERS by Heimat for CNN

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GO BEYOND BORDERS

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Germany
Agency Heimat
Creative Director Myles Lord
Art Director Carsten Schubert
Copywriter Nikolai Diepenbrock
Designer Erik Prautsch
Producer Jessica Valin
Released November 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: CNN INTERNATIONAL
Product/Service: CNN INTERNATIONAL
Agency: HEIMAT
Date of First Appearance: Nov 10 2009 12:00AM
Entrant Company: HEIMAT, Berlin, GERMANY
Entry URL: http://www.youtube.com/user/GoBeyondBorders
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
Marketing CNN: Jörg Budenberg (CNN)
Media placement: Installation - Berlin - 5.11.2009
Media placement: ART By EL BOCHO - Berlin In- And Outdoor - 5.11.2009
Media placement: Web Channel - Http://www.youtube.com/user/GoBeyondBorders - 7.11.2009
Media placement: QR CODES Links To CNN International - Berlin - 9.11 2009
Media placement: Google Maps - Http://tinyurl.com/elbocho - 9.11.2009

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.

Creative Execution
'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 & 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.