CNN Promo, Case study THE CNN MIRRORLAKES by Heimat Berlin

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Germany
Agency Heimat Berlin
Creative Director Myles Lord
Art Director Frank Hose
Copywriter Ramin Schmiedekampf
Producer Jessica Valin, Florian Hofmann
Released February 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Product/Service: NEWS CHANNEL
Agency: HEIMAT
Date of First Appearance: Feb 2 2011
Entrant Company: HEIMAT, Berlin, GERMANY
Creative Director: Myles Lord (HEIMAT)
Chief Creative Officer: Guido Heffels (HEIMAT)
Copywriter: Ramin Schmiedekampf (HEIMAT)
Art Director: Frank Hose (HEIMAT)
Producer: Jessica Valin (HEIMAT)
Graphic Design: Jorinde Leonhardt (HEIMAT)
Producer: Florian Hofmann (HEIMAT)
Planning: Andreas Mengele (HEIMAT)
Planning: Franka Mai (HEIMAT)
Media placement: AMBIENT - Frankfurt - 10. February 2011
Media placement: AMBIENT - Berlin - 11. February 2011
Media placement: Ambient - Dresden - 12. February 2011

Insights, Strategy & the Idea
In 2010, CNN International launched “i-List”: a new series, which takes the viewer to a different country each month - showcasing a nation's people, places, and influence on our world.
In order to promote the “i-List Germany” edition, CNN wanted to encourage German viewers to tune in and experience fascinating new perspectives on themselves and their country.

Creative Execution
The creative idea was exactly based on the specific insight. New perspectives on your own country.
In the weeks leading up to the i-List special, major cities across Germany discovered a unique and intriguing art installation: The CNN “mirror lakes”.
The up to 400 square-meter installations were composed of 2,500 polished stainless steel plates having a total weight of 3.5 tons.
The playful installations not only served as a memorable show announcement, but also afforded the viewer an engaging experience, where they were literally part of the communication.
The mirrors offered them exciting new views of their environment – showing them things they might not have otherwise noticed.

Results and Effectiveness
The action was covered by German Press, local TV and influential bloggers. Images and videos of the installations quickly spread online, drawing more and more people to the project as it toured through Germany.

CNN’s German Facebook Community grew by 5,000 members in the first week of the action, whilst CNN’s i-list microsite attracted 95% more hits than usual.