Diesel Promo BE STUPID FACEPARK by DDB Dusseldorf

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Industry Apparel, Clothing & Footwear, Business equipment & services, Corporate Image
Media Promo & PR
Market Germany
Agency DDB Dusseldorf
Executive Creative Director Eric Schoeffler
Creative Director Dennis May, Dan Strasser
Art Director Franziska Scholz, Chris Bueltmann, Dominika Zajac
Copywriter Mihai Botarel
Producer Sara Dadras, Marielle Jaquier, Sebastian Druschel, Tatjana Volk
Released May 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Product/Service: DIESEL
Date of First Appearance: May 25 2010
Entrant Company: DDB TRIBAL GROUP, Düsseldorf, GERMANY
Entry URL: http://facepark.org/competition/
Chief Creative Officer: Amir Kassaei (DDB Tribal Group)
Executive Creative Director: Eric Schoeffler (DDB Tribal Group)
Creative Director: Dennis May, Dan Strasser (DDB Tribal Group)
Art Director: Franziska Scholz, Dominika Zajac, Chris Bueltmann (DDB Tribal Group)
Copywriter: Mihai Botarel (DDB Tribal Group)
Agency Producer: Johannes Haverkamp, Jankel Huppertz (DDB Tribal Group)
Account Manager: Sönke Bruns, Marco Diel (DDB Tribal Group)
Producer: Sebastian Druschel, Sara Dadras (Parasol Island GmbH)
Producer: Marielle Jaquier, Tatjana Volk (Nowadays GmbH & Co. KG)
Junior Copywriter: Tobias Hecking (DDB Tribal Group)
Media placement: Microsite - Www.facepark.org - 25 May 2010
Media placement: Facebook App 'Stupid Is Analg' - Facebook - 25 May 2010
Media placement: Ass Status Viral Video - Www - 25 May 2010
Media placement: Growing Viral Video - Www - 28 May 2010
Media placement: Analog Search Engine - Www.stupidsearch.org - 04 June 2010
Media placement: Event - Mauerpark Berlin - 20 June 2010
Media placement: Event Web Film - Http://www.youtube.com/watch?v=9rJPIs0bN_o - 30 June 2010

Describe the objective of the promotion.
2010 was the year of BE STUPID, which is not about being simple minded, but about being brave, about having the balls to go against the current. Diesel asked us to bring it to life in Germany. But what are great print ads compared to a true brand experience? Not much, we figured.
So we needed an insight that would help us involve Germany’s brave youth:
„Nowadays we’re all very digital. It’s lame to call and meet. It’s great to chat and tweet. But when the whole world thinks it’s smart to be digital – some of us choose to BE STUPID.“

Describe how the promotion developed from concept to implementation.
Facepark was born. An anti-digital movement that recreated the way, people interact online the analogue way.
Fighting the system from within, we started digitally. On facepark.org.
Here, people could get into direct interaction with the brand.
People could participate in a metaphorical viral video, google analogously and take part in a Facebook campaign, instructing to type in statuses using ones butt.
All this led to the Facepark event in a park in Berlin, where elements of social media were reconstructed out of cardboard:
Profilewalls, “like”-buttons, “poke”-fingers, games and many more led people into an active engagement with the brand.

Explain why the method of promotion was most relevant to the product or service.
The campaign got an overwhelming feedback.
More than 6000 people joined us in Berlin to take part in the Facepark event, where they heavily interacted with each other and therefore with the brand.
Moreover, those 6000 created momentum for the brand. The Diesel Facepark event was highly blogged and twittered, we made it to the evening news and Diesel gets even today, almost one year after the launch of Facepark, asked to organise follow-up Facepark events in other (sometimes pretty remote) parts of the world.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Facepark spread by itself, capitalizing on people’s concerns with today’s digital lifestyle. With a budget under 100.000 euro, we managed to create a movement that spanned all media and generated press coverage worth at least three times the investment. Simply put, it reached a lot of people and got a lot of people thinking.