| Title | 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. |
| Agency |
McCann Worldgroup Germany
|
| Campaign |
The Neverending URL
|
| Advertiser |
Stanley Black & Decker
|
| Brand |
Black & Decker Tools
|
| Posted | November 2018 |
| Business Sector | Tools, Do-It-Yourself Products
|
| Story | The power tools division supplies the German DIY market. It includes powered and battery operated tools, small appliances as well as tool accessories. |
| Problem | 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). |
| Media Type |
Digital
|
| Chief Creative Officer |
Sebastian Hardieck
|
| Executive Creative Director |
Martin Biela
|
| Group Creative Director |
Thomas Dempewolf
|
| Creative Director |
Thomas Auerswald
|
| Creative Director |
Olaf Haarsma
|
| Art Director |
Sandra Schaus
|
| Copywriter |
Fabian Moretti
|
| Art Director |
Luo Yu
|
| Creative technologist |
Danijel Beljan
|
| Director Creative Technology |
Mark Hollering
|
| Social Media Manager |
David Broghammer
|
| Senior Application Engineer |
Juergen Bogendoerfer
|
| Account Director |
Andreas Zschischang
|
| Senior Account Manager |
Saskia Haack
|
| Head of Production |
Klaus Flemmer
|