stern.de : Cinema

June 20th, 2008 by Bibhuti | Email This

Agency: Grabarz & Partner, Hamburg, Germany
Creative Director: Ralf Heuel
Art Director: Fedja Kehl
Copywriter: Paul Von Mühlendahl
Agency Producer: Patrick Cahill
Account Supervisors: Ina Bach, Thomas Eickhoff
Advertiser’s Supervisor: Julia Duden

Challenge:

To establish stern.de as the fastest, and thus most up-to-date news website in Germany.

Medium:

Promotion and cinema ad.

Execution:

The Promotion:

In the middle of a cinema, shortly before the main feature. A pregnant woman in the audience gets contractions and starts breathing heavily. She then gets up, shouting in pain, and leaves the theatre with her husband. Only a few minutes later, an ad for stern.de is screened in the same theatre. The headline reads:”Twins born at a cinema in Hamburg.”

The Ad:

Chart and announcer:
“Now on stern.de.”

The chart is followed by a screenshot of the stern.de website with a photo showing the woman and her husband in the foyer of the cinema with newly-born twins in their arms.

Announcer:
“Twins born at a cinema in Hamburg.”

Chart and announcer:
“stern.de, News have never been this fast.”