TUNNEL Promo, Case study ERROR LOGIN BANNER by Grabarz & Partner Hamburg

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Industry Soft Drinks
Media Promo & PR, Case study
Market Germany
Agency Grabarz & Partner Hamburg
Executive Creative Director Ralf Nolting, Ralf Heuel
Copywriter Sandra Kemmer
Account Supervisor Marc Pech, Franziska Mattes, Ray Kevekordes
Released January 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: TMV
Date of First Appearance: Jan 14 2010 12:00AM
Entrant Company: GRABARZ & PARTNER, Hamburg, GERMANY
Entry URL: http://awards.grabarzundpartner.de/login_energy/en/
Executive Creative Director: Ralf Heuel (Grabarz & Partner)
Creative Direction: Dirk Siebenhaar (Grabarz & Partner)
Creative Direction: Tom Hauser (Grabarz & Partner)
Art Direction: Manuel Diefenbach (Grabarz & Partner)
Copywriter: Sandra Kemmer
Account Supervisor: Ray Kevekordes (Grabarz & Partner)
Account Supervisor: Franziska Mattes (Grabarz & Partner)
Account Supervisor: Marc Pech (Grabarz & Partner)
Media placement: Banner - Immonet.de - 14.01.2010

Results and Effectiveness
A respectable click rate of 0.7% and many wide-awake visitors.

Creative Execution
We used the login pages of online portals as an innovative media placement. Visitors who made a typo when typing in their passwords didn't see the normal error message. Instead, the surprised visitors saw a personalised banner that addressed them directly by name and kindly informed them that Tunnel Energy Drink helps a lot when you're feeling tired.

Insights, Strategy & the Idea
Tunnel Energy Drink helps you stay awake and improves concentration. But where can the beverage maker reach young people between 20 and 35 and make them aware of this in an unusual way? Where they spend a lot of time: on the Internet. And where nobody expects advertising and many people are unconcentrated - namely when they make a mistake entering their password!