ABFAHRT 1910 by MARKE23 for UPSOLUT MERCHANDISING

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ABFAHRT 1910

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Industry Sports and Health Clubs, Gyms, Business equipment & services, Corporate Image
Media Promo & PR
Market Germany
Agency MARKE23
Art Director Felix Gonser
Released September 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: UPSOLUT MERCHANDISING
Product/Service: SOCCER CLUB
Agency: MARKE23
Date of First Appearance: Sep 27 2009 12:00AM
Entrant Company: MARKE23, Hamburg, GERMANY
Entry URL: http://www.abfahrt1910.de/
Chief Executive Officer | Creative Director: Juergen Brandenburg (Marke23)
Chief Executive Officer | Head Of Cosultancy: Kim Rauprich (Marke23)
Creative Director Copywriting: Alexander Baron (Marke23)
Art Director: Felix Gonser (Marke23)
Project Manager Event: Daniela Scherbring (Marke23)
Media placement: Documentation of Event - YouTube - 13 December 2009

Describe the objective of the promotion.
The FC St. Pauli is an absolute cult group when it comes to soccer clubs, with fans all over the globe. But St. Pauli is more than just a soccer club – it is also the most vibrant part of Hamburg City. St. Pauli is the Reeperbahn, Hamburg Harbour, St. Pauli is colourful, crazy and unique. The identification of fans and the districts sympathisers with St. Pauli is extremely high. The district of St. Pauli should be shown as multi-faceted and as experiencable as possible in order to connect it with the St. Pauli brand.

Describe how the promotion developed from concept to implementation
In accordance with the "copy-and-paste" principle, Hamburg's very lively and world-renowned district St. Pauli was bundled into a 45-year old double-decker bus, where the 70 square metre large area was filled with the districts life. The bus left the Reeperbahn station at 19h10 on a daily basis. 19h10 is an allusion to the Club's founding year: 1910. Every day brought something different to experience, with everything from a rehearsal by a Hamburg band to readings, art performances, interactive radio plays, to tattoo trips or culinary adventure trips. All concentrated on 70 sqm.

Describe the success of the promotion with both client and consumer including some quantifiable results
The project was a huge success. Although classical communication was foregone for the project, security forces were required from the fourth day on - as the bus was already booked to the last seat by 18h00. A total of 1,500 guests were transported during that period and the bus was part of the Hamburg townscape for more than 300 hours, becoming a substantial topic for discussion. And all that by target word of mouth. The campaign site, which was not actively advertised, recorded more than 100,000 visitors after 10 days.

Explain why the method of promotion was most relevant to the product or service
The identification of fans and the suburb's sympathisers with St. Pauli is extremely high. St. Pauli is different and that is why communication for St. Pauli – brand, district and soccer club – must be different, too.