Ruhr Promo, Case study STILL-LEBEN RUHRSCHNELLWEG by TAS Emotional Marketing

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Germany
Agency TAS Emotional Marketing
Released July 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: RUHR.2010
Product/Service: CULTURAL EVENT
Date of First Appearance: Jul 18 2010
Chairman: Dr. h.c. Fritz Pleitgen (RUHR.2010)
General Manager: Prof. Dr. Oliver Scheytt (RUHR.2010)
Head of Marketing: Ralph Kindel (RUHR.2010)
CEO: Thomas Siepmann (TAS Emotional Marketing)
Strategic Planning/CRM Manager: Sonja Peger (TAS Emotional Marketing)
Strategic Planning/CRM Manager: Gundula Beck (TAS Emotional Marketing)
Head of Programming & Personal: Christopher Borck (TAS Emotional Marketing)
Head of Logistic & Budget: Michael Kosian (TAS Emotional Marketing)
Management participator: Steffi Dräger (TAS Emotional Marketing)
Management participator: Yannah Müller (TAS Emotional Marketing)
Sponsoring: Meike Nykamp (TAS Emotional Marketing)
Assistant Programm: Barbara Oeking (TAS Emotional Marketing)
Assistant Organisation & Personal: Christina Sprankel (TAS Emotional Marketing)
Assistant Logistic: Stefan Henske (TAS Emotional Marketing)
Technical Manager: Mike Brockmann (TAS Emotional Marketing)
Media placement: ONLINE - Spiegel Online - 18.07.2010
Media placement: PRINT - Die Welt - 19.07.2010
Media placement: PRINT - Focus - 19.07.2010
Media placement: PRINT - Süddeutsche - 19.07.2010
Media placement: TV - Chinesisches Staatsfernsehen - 19.07.2010
Media placement: TV - Tagesschau - 18.07.2010
Media placement: PRINT - Bild (1 Seite - Plakat) - 19.07.2010
Media placement: PRINT - WAZ - 19.07.2010

Insights, Strategy & the Idea
The challenge was to promote the project Still-Leben Ruhrschnellweg and awaken the interest of regional, national and international media for the European cultural capital RUHR.2010, communicating the theme of the new Ruhr metropolis. Fresh, powerful images were needed which could communicate the creativity, internationality and diversity of the Revier with contemporary flair. The goal was to engage the people of the region and their visitors, raising their excitement about the project and making them embrace the event as their own. There was never anything like this before: a celebration of everyday cultures on the motorway. The location was the well-known A40, one of the busiest motorways in Europe, serving a region of 53 cities and 5.3 million people - closed for one day between Dortmund and Duisburg. Then what? Silence? No way! A project of superlatives, presented by RUHR.2010 together with numerous organisations, municipalities and institutions, plus around 12,000 helpers.

Creative Execution
There was never an event like this before. The location is unique: the busiest motorway in Europe, the A40 / B1. On this main arterial of the Ruhr region, over a distance of 60 kilometres, the Cultural Capital of Europe RUHR.2010 held a six-hour event with more than 20,000 tables, a meeting place of cultures, generations and nations: the longest table in the world. Since there was no budget for media, communications played a particularly important role. The goal of all communications was to engage the people of the region and their guests, raising their excitement about the project and making them embrace the event as their own. To generate year-round journalistic interest, the emphasis was placed on creating media events and offering journalistic access. All information was published in detail on the project's website In addition, all communications were shared over the social networks of RUHR.2010 (Facebook, Twitter).

Results and Effectiveness
On July 18, 2010, history was made in the Ruhr region. One sunny day, 3 million people gathered to be part of the mass event, RUHR.2010, "Still-Leben Ruhrschnellweg". Over 150,000 participants presented programmes at a "table" 60 kilometres long. In all, around 16,000 publications appeared between July 2009 and July 2010. More than 225 television hours in over 200 countries were broadcast. The visitors themselves also contributed: the event was theme of the day at Twitter. Some 1000 videos posted on YouTube, 600 forum and blog entries and 3000 photographs on Flickr reflected the day's activities from the visitors' perspectives.