Black & Decker Tools - "The Neverending URL"

McCann Worldgroup Germany

McCann Worldgroup Germany Frankfurt am Main, Alemanha

Prêmios

3736

Marca: Black & Decker Tools
País: Alemanha

Anunciante: Stanley Black & Decker

Titulo	The Neverending URL
Brief	In Germany Black+Decker is known not just for its tools but for an audio signature from the 1980s: the words blackanddeckerblackanddecker repeated over and over. This competition gave people the chance to win a power tool by accessing the brand's online advent calendar. The problem was, the URL contained many, many "blackanddeckers". Only those who typed in the exact amount could win. In the meantime, they were forced to keep the brand name at the tip of their fingers.
Agência	McCann Worldgroup Germany
Campanha	The Neverending URL
Anunciante	Stanley Black & Decker
Marca	Black & Decker Tools
Posted	Novembro 2018
Sector Empresarial	Ferramentas, Produtos de bricolage
História	The power tools division supplies the German DIY market. It includes powered and battery operated tools, small appliances as well as tool accessories.
Problema	In Germany tool giant Black+Decker is not just known for its tools but also for an unforgettable audio signature from the 1980s. Its fanbase is also hard to excite. Unless you offer them the opportunity to complete their extensive tool collection. To activate the community by telling a cross-platform story Black+Decker places an uncommon Christmas gift message via sweepstakes on radio and social media channels – based on their cult-classic audio signature from the 80’s: blackanddeckerblackanddeckerblackanddeckerblackanddecker …It’s both a digital and audio promotion with creative use of content to give the famous neverending audio signature on the DIY market an also neverending URL. The digital Black+Decker advent calendar makes typing in a URL an unforgettable brand experience. Those who type in exactly the right amount of “Black+Deckers” can win a great Black+Decker tool each day – and memorize the brand, not only acoustically, but also physically (through repeated typing).
Tipo de Mídia	Interatividade
Chief Creative Officer	Sebastian Hardieck
Director executivo criativo	Martin Biela
Group Creative Director	Thomas Dempewolf
Director criativo	Thomas Auerswald
Director criativo	Olaf Haarsma
Director de arte	Sandra Schaus
Redator	Fabian Moretti
Director de arte	Luo Yu
Creative technologist	Danijel Beljan
Director Creative Technology	Mark Hollering
Social Media Manager	David Broghammer
Senior Application Engineer	Juergen Bogendoerfer
Director de contas	Andreas Zschischang
Senior Account Manager	Saskia Haack
Chefe de produção	Klaus Flemmer