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Catapult Air – Non-Stop to Sylt.

basics
Industry: Transport & Tourism
Media:Cyber
Style: Minimalism
descriptioncnen
The Interpretation of the Challenge (30% of vote )

Sylt is an idyllic island in the north of Germany. Most Germans dream to visit the island and the white sandy beaches it’s so famous for. Every day, almost 5,000 commuters must travel there on a single-tracked railroad. A massive bottleneck putting businesses and jobs in danger. Protests have been ignored for decades. In 2018 the situation was about to escalate after 150 trip cancelations took place in only two months. The image of Sylt and its tourism industry suffered strongly. The strategy needed to engage politicians that don’t take this dramatic situation seriously, without paying for lobbyists or an expensive campaign. The proposal should include a powerful call-to-action to mobilize people in the region, so politicians would finally approve the railroad expansion between Sylt and the mainland.

The Insight / Breakthrough Thinking (30% of vote )

After reaching a tipping point, the Sylt Marketing GmbH (SMG) grew desperate and contacted us to ask for a creative solution. The proposal had to reflect the rebellious yet laid back style of the people of Sylt. A strong, mobilizing statement was needed but it was very clear that it shouldn’t be aggressive or offensive for the German railroad and its workers. Our answer was the fictional airline Catapult Air and the use of strategic timing. We needed to move fast to take advantage of the “Sommerloch” – the summer slump, a two-month period during which few things are reported on the news as most institutions and families with school-aged children are on holidays. We launched the video at a time where a majority was open to the message, thinking about holidays, maybe even planning their visit to Sylt.

The Creative Idea (20% of vote )

Catapult Air. A fictional airline bringing people to the island of Sylt with a catapult. Much faster and more reliable than the German railroad. The goal: a call to action that connected with the audience while maximising resources to work with a very small budget. The result: a lovingly staged two-minute film with island residents starring as airline staff and passengers. Ending with an appeal to rally supporters for Sylt’s railroad expansion petition.

The Outcome / Results (20% of vote)

After Catapult Air organically conquered social media and every major German media outlet, politicians couldn’t ignore the petition anymore. Only four months after releasing the video, the German minister of transport approved the railroad expansion with a budget of 221 million Euros. The island’s problem was solved with a super tiny budget and in a short period of time – achieving a 1.6 million Euros media value. The people’s longstanding fears and worries were finally gone. The creative strategy proved that a good idea can have a powerful political impact, without paying for lobbyists or an expensive campaign. It motivated people from all over the country to get involved and join those directly affected to create a positive outcome. In the end, the creative strategy increased the exposure of the brand Sylt and contributed to a better quality of life for residents and commuters.

Cultural/Context Information for the Jury (150 words)

People of Northern Germany are quite famous for their dry humour and relaxed character. The tone needed to reflect this unpretentious way of living.

The single-tracked railroad that connects the island to the mainland, called the Hindenburgdamm, is nearly one hundred years old. Last year, 150 trains going to/from Sylt were cancelled in only 2 months. Employees were 1 to 2 hours late on a regular basis. Multiple service appointments needed to be cancelled.

Deutsche Bahn is the German railroad company, the second largest transport company in the world.

One of the most important ministers of Germany is Andreas Scheuer, the minister of transport and digital infrastructure. Even the Parliamentary State Secretary for the Federal Ministry of Transport and Digital Infrastructure, Enak Ferlemann, signed the petition.

Journals like Der Spiegel, Süddeutsche Zeitung, Handelsblatt, Focus, Die Welt, Die Zeit, and Stern are major German media outlets.
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awards
Cannes Lions International Festival of Creativity 2019
Shortlist Creative Strategy
Breakthrough on a Budget
Cannes Lions International Festival of Creativity 2019
Shortlist Direct
Local Brand
Cannes Lions International Festival of Creativity 2019
Shortlist Direct
Single-market Campaign
Cannes Lions International Festival of Creativity 2019
Shortlist Film
Local Brand
Cannes Lions International Festival of Creativity 2019
Shortlist Film
Breakthrough on a Budget
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