INTERACTIVE MOVING WALKWAY by Serviceplan Munich for Sos Kinderdorfer

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Munich
Art Director Miro Moric, Sybille Stempel
Released September 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Date of First Appearance: Sep 24 2009 12:00AM
Entrant Company: MEDIAPLUS, Munich, GERMANY
Chief Creative Officer: Alex Schill
Creative Director/Copywriter: Ekki Frenkler
Art Director: Sybille Stempel / Miro Moric
Account Supervisors: Frank Deibert, Claudia Panke, Jochen Lenhard, Christine Adelsgruber, Jörn Widlar
Graphic Design: Nora Rothenari
Photography: Patrick Wittmann / Alan Grund
Managing Director: Jochen Lenhard, Andreas Bahr
Media placement: Promotion - Munich Airport. - 24.09.09

Results and Effectiveness
This special promotional form attracted an immense amount of attention at Munich airport, creating interest among many people and prompting them to consider a sponsorship. The press reported extensively about this unique staging, printing pictures of it on the front pages of daily newspapers. The idea was selected immediately by the airport services department on the day of the opening as “the best creative work of the day”. In the eight weeks it was installed, this special promotional form achieved contact with around two million people passing between Terminal 1 and the central area of Munich airport.

Creative Execution
The message of “Take a child by the hand. Become an SoS sponsor!” was reinforced in the most effective and unique way possible, with children printed on the sides of the moving walkway stretching their arms upwards to symbolically reach the hands of the people riding it. What was so special about this promotion is that the handrail also depicted the children and their hands – in this case, however, from the perspective of the passenger. Anyone stepping onto the walkway and holding on to the handrail was automatically “giving a child a hand”.

Insights, Strategy & the Idea
SoS Kinderdörfer is one of the largest charitable organisations in Germany, collecting donations for children in need of help across the world. The aim of the organisation is to promote the notion of sponsorship, meaning that, in exchange for a certain amount of money per year, anyone can become the sponsor of a child and make possible a place for that child and a future in one of SoS Kinderdörfer’s children’s villages. The target audience for the sponsorship campaign consists of people with higher incomes who can afford the cost of taking on a sponsorship. To reach the target audience of people with higher incomes in a focussed way, a completely unique special promotional form was installed at Munich airport – the first of its kind in Germany. This promotional form is based on new technology, which was employed in the SoS campaign for the very first time: printing on a moving walkway, including the entire handrail.