RED BALL BIG BANG by Metzler:Vater Communication Group for EDENRED DEUTSCHLAND

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RED BALL BIG BANG

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Germany
Agency Metzler:Vater Communication Group
Released August 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: EDENRED DEUTSCHLAND
Product/Service: PREPAID SERVICE VOUCHERS
Director Business Development: Mario Nicolosi (Metzler : Vater)
Marketing Director: Caroline Schmitt (Edenred Deutschland)
Senior Officer: Robin A. Vater (Metzler : Vater)
Managing Director: Urs Metzler (Metzler : Vater)
Media placement: Press Releases - Deutsches Handelsblatt (Press) - 8 June 2010
Media placement: Promotion - Max-Joseph-Square In The City Center Of Munich - 8 June 2010
Media placement: Social Media - Facebook, Twitter - 8 June 2010
Media placement: Radio - Radio Gong - 8 June 2010
Media placement: Street Event - Max-Joseph-Square In The City Center Of Munich - 8 June 2010

Summary of the Campaign
To create a buzz simultaneously in 40 countries, Accor placed an international event with a red ball as common denominator and heart of the plan. With a very low budgetary expenditure, our task was to create awareness around the red ball in Munich.

The creative idea was to create overnight, a huge urban artwork which reminded people of a giant poppy field. We displayed the big red ball at the Max-Joseph-square in the city centre of Munich, surrounded by 1,600 red helium-filled balloons.
Local artists, film makers, bands, dance groups and photographers were also given the possibility to use this platform for their own artistic interpretations. The temporary installation was communicated via radio and street promotion. During the morning, the artwork was the scenery of countless photo-shoots of passers-by.
As incentive, there was a voucher for the Edenred products hidden in every balloon. Also, 5 Euro per balloon was donated to the children’s aid organization "Children for a better world", illustrating Edenred’s sustainable approach.

At 1 pm we encouraged the public to create a big bang by bursting the balloons with thousands of needles. Within 20 seconds, the red corn poppy field of balloons turned into air by an acoustical firework.

The Situation
As part of the proposed demerger of Accor’s Hotels and Prepaid Services businesses, Accor Services has changed its name to Edenred.

Operating in 40 countries, Edenred is the world leader in prepaid service vouchers with Ticket Restaurant, Childcare Vouchers, Ticket Car etc. The spin off and the following IPO had to be communicated impressively internationally with a media PR Big Bang.

To create a buzz simultaneously in 40 countries, Accor placed an international event with a red ball as common denominator. Our task was to create awareness around the red ball and to illustrate Edenred’s huge sustainable approach.

The Goal
The goal was the creation of a local campaign as part of the international brand reveal.

In detail:
- Reveal of the new brand name
- Add positive values to the brand
- Create awareness for the brand both for press and the public
- Inform about services and products
- Generate attractive video/photos for the post event communication
- Illustrate Edenred’s huge sustainable approach

The Strategy
We decided to roll out an advertising plan based on a real/virtual mix: organization of a physical event (the red ball) coupled with substantial advertising back-up on the web.

The idea was to create overnight a huge urban artwork which reminded people of a giant poppy field. We displayed the big red ball at a square in the city centre, surrounded by 1,600 red helium-filled balloons.

Using media cooperation with a well-known radio broadcaster and a local daily newspaper as well as social media channels.
As incentive, there was a voucher for free for the Edenred products hidden in the balloons.
Also, 5 Euro each were donated to the children’s aid organization "Children for a better world" for every balloon burst.
At 1 pm we encouraged the public to create a Big Bang by bursting the balloons with needles. It only took a few seconds until all balloons were burst.

Execution
We displayed a glossy red ball 5 meters in diameter at the centre square (1,800 sqm) in front of the opera house. Over night, the red ball was surrounded by 1,600 red helium filled balloons which were fixed with a cord on the floor.

During the day, promoters distributed red balloons as greeting messages. But that was not enough: we had promised the biggest bang and we kept this promise. Thus, a time was communicated when every passer-by there could pop a balloon with a pin, everyone at the same time.

That was an audible Big Bang when 1,600 balloons were burst almost simultaneously. Local artists, film makers, bands, dance groups and photographers were also given the possibility to use this platform for their own artistic interpretations and to express themselves, as well as capturing themselves on media devices for their own use.

Documented Results
With the very low budget in mind, a comparatively great part of the target audience could be reached. Besides the media coverage, there were over 1,500 participants bursting balloons. Furthermore, lots of people passing by experienced the message by watching the breathtaking installation. During the day, several thousand people found their way to this square to record this photogenic motif with mobile phones and cameras. The event was a wow: At 1 pm, 1,500 of passers-by popped the balloons at the square in Munich. Within 20 seconds, the red field of balloons turned into air by an acoustical firework.

The media coverage of the invested budget was 5-6 times higher than it would have been with booking of classic advertising spaces, referring to the small but creative character of this buzz and the viral spread.

8,000 Euro was donated to the children’s aid organization "Children for a better world".