STREET-VIEW BIRTH by Erntedank / Die Brandenburgs for Erntedank / Die Brandenburgs

STREET-VIEW BIRTH

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Germany
Agency Erntedank / Die Brandenburgs
Creative Director Harald Heinen
Art Director Andy Wyeth, Niko Willborn
Photographer Claudia Frickemeier
Released November 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: ERNTEDANK / DIE BRANDENBURGS
Product/Service: ADVERTISING AGENCY
Agency: ERNTEDANK/DIE BRANDENBURGS
Date of First Appearance: Nov 23 2010
Entrant Company: ERNTEDANK/DIE BRANDENBURGS, Berlin, GERMANY
Creative Director: Harald Heinen (Erntedank / Die Brandenburgs Werbeagentur)
CEO: Olaf Brandenburg (Erntedank / Die Brandenburgs Werbeagentur)
Art Director: Andy Wyeth (Erntedank / Die Brandenburgs Werbeagentur)
Art Director: Niko Willborn (Erntedank / Die Brandenburgs Werbeagentur)
Photographer: Claudia Frickemeier
Media placement: Viral Social Media Campaign - Stadt-Bremerhaven (Blog) - 23 November 2010

Insights, Strategy & the Idea
The creative specialists Erntedank started business in 2010. The task was to somehow announce the launch of the agency and to generate PR and traffic to the new website. Erntedank’s target audience are companies who would like to use creative thinking to benefit their own business operations. The insight that led to the creative break through developed out of Google Street-View's pending introduction to Germany. There was plenty of controversy surrounding the introduction, particularly concerning privacy. This was the main reason it had taken so long for Google to launch in Germany in the first place. All this hype created the perfect opportunity to leverage for advertising. The insight also made it possible for Erntedank to creatively get the attention of potential clients and in doing so showcase the kind of creative thinking the company can provide for its customers.

Creative Execution
The creative solution was to grab the media’s attention, by producing and uploading onto a blog a provoking Street-View image of a woman giving birth on the street. This picture would be the symbol for the birth of Erntedank. By staging the birth in front of the agency building (an old villa in the green forest of Berlin) people would work out for themselves who was behind it and in turn do the advertising for us. With no media budget the success of the Street-View birth relied on social media channels. Within minutes of going live, the picture started to make waves online. Thanks to the speed and efficiency of blogs, twitter, facebook, youtube and online news sites, the Street-View birth was being discussed on every continent on the globe within two days at no cost to the agency.

Results and Effectiveness
Over an estimated 100 million people from around the globe were exposed to the Erntedank birth picture. All the speculation on the credibility of the image and of course the fact it was photographed directly in front of the agency, got a lot of people interested. The website received over 87000 unique visitors in two days. The 5 minute case video that was created to document the results is now used as an acquisition tool for the agency. Feedback is very positive and so far the Street-View birth idea has already attracted four new clients for Erntedank.