OFFICE WAR: HELPING GERMANY HAVE FUN AT WORK by Mediacom Duesseldorf for Nerf

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OFFICE WAR: HELPING GERMANY HAVE FUN AT WORK

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Industry Toys
Media Film, Digital, Interactive & Mobile
Market Germany
Agency Mediacom Duesseldorf
Creative Director Georgios Engels
Released June 2012

Awards

Cannes Lions 2012
Branded content & entertaiment lions Best brand or product integration into an existing TV show or series Silver
Media Lions Other Consumer Products (including Durable Goods) Silver

Credits & Description

Type of entry: Product & Service
Category: Other Consumer Products (including Durable Goods)
Advertiser: HASBRO
Product/Service: NERF BLASTERS
Agency: MEDIACOM GERMANY Düsseldorf, GERMANY
Advertiser HASBRO
Product NERF BLASTERS
Entrant MEDIACOM GERMANY Düsseldorf, GERMANY
Type of Entry: Product & Service
Category: Other Consumer Products (including Durable Goods)
Title: OFFICE WAR: HELPING GERMANY HAVE FUN AT WORK
Advertiser/Client: HASBRO
Product/Service: NERF BLASTERS
Entrant Company: MEDIACOM GERMANY Düsseldorf, GERMANY
Media Agency: MEDIACOM GERMANY Düsseldorf, GERMANY
Group Head: Matthias Höppner (Mediacom Agentur Für Media-Beratung)
Managing Partner: Clas Jelinek (Mediacom Agentur Für Media-Beratung)
Creative Director: Georgios Engels (Mediacom Agentur Für Media-Beratung)
Unit Director: Detlef Mager (Mediacom Agentur Für Media-Beratung)
Unit Director: Michael Knezevic (Mediacom Agentur Für Media-Beratung)

Results

We generated massive buzz on Twitter, Facebook and blogs, with thousands of comments and tweets.
We earned extensive pre and post-broadcast media coverage of the Stromberg stars using NERF Blasters valued at €850,000.
The show itself delivered 14m high quality contacts - 56% reach of our young, male target.
We created so much demand that we crashed the servers for the official Stromberg Online shop. In fact the official store sold out twice.
There are more detailed numbers in the confidential section but we delivered NERF’s best-ever sales.
NERF Blasters are now standard office equipment in Germany.

Creative Execution

We identified Stromberg – the German equivalent of The Office – as the must-watch primetime show for our target audience. Season 5 was being made after a two year gap and the anticipation was massive.
We embedded NERF Blasters into the entire series and kicked off a national craze for office warfare.
The integration peaked when a NERF Blaster battle between the Damages Division and the Private Clients Division destroyed half the office.
We backed up each episode with a smart search strategy, driving consumers to Amazon to buy “the blaster from Stromberg” during the show and in the hours after each broadcast.
We also sold NERF Blasters via the official Stromberg shop.
Finally, we connected via the Facebook page, where 500,000 fans got a message from the main character himself, Bernd Stromberg, saying he didn’t want his staff fighting anymore and giving them the chance to win the blasters from the show.


NERF Blasters are colourful toy blasters that fire foam darts or disks.
Germany, however, has history when it comes to blasters – two major wars means that playing with weapons is a troubling issue – and they are not always seen as appropriate for children. Mums were reluctant to buy.
We identified two clear insights that helped us identify and connect with a new target for NERF.
First, we realised that toy blaster were perfect for young men who hadn’t really grown up. Second, we knew that young men just starting their working lives could find sitting at a computer screen frustrating. They needed to let off steam.
This led to our solution: Office Wars – five minutes of great fun – before getting back to some serious, German, hard work.
Our strategy would inspire them to start the battle with NERF Blasters as the perfect office accessory.