ÜberCreativity is a higher form of innovation and a key asset to overcome the natural limitations of marketing as we know it. ÜberCreativity happens when different communicative disciplines combine their specific strengths to lift a creative idea up to a level nobody had ever expected to be reachable. The magic of ÜberCreativity lives in each of our Houses of Communication where creative & content, media & data and experience & technology collaborate and interplay.
ÜberCreativity gives us and our clients the decisive competitive edge. It helps us to shape and to strengthen Best Brands that excel all others in understanding customer needs, anticipating trends and lead the way in exploring new communication technologies, channels and platforms.
Based on tenacious strategic analysis and constantly challenged by our “world-first” attitude, ÜberCreativity is our unique approach to provide top level creative design and goal-driven marketing innovations within one highly integrated process.
CONSUMERS THESE DAYS BUILD BRANDS THROUGH CONVERSATIONS. THEY'RE ONLY GOING TO TALK ABOUT THOSE BRANDS THAT REALLY DO SHAREABLE THINGS. AND THAT'S WHAT WE DID IN THIS PARTICULAR PIECE OF WORK FOR 999.
999 is the most common and most traditional emergency medication for cold and flu in China. Thus, it’s mainly used by older people, but its brand promise to make you feel warm from heart to heart is kind of out of date for this day and age.
Since winter in China gets freezing cold, many older people also wear long Johns for extra protection while early adopting Gen Z and millennials reject this essential piece of clothing simply because it looks awkward and old-fashioned. So, what would happen if we could mash up the two older generation behaviors to spark a whole new fashion? Inspiring, a new trend for the young while at the same time, saving them from the flu?
> 8
million
RMB earned media through social media & mobile apps like Hot Search, Adquan’s headline page, Beijing News headline page, People.cn headline page…
# 2
spot
on Weibo’s Hot Search
5
Chinese state media
shared the campaign
> 430
million
views generated through social media & mobile apps like WeChat, Weibo, TikTok, and 59 websites in different industries such as Tencent, Sina, Baidu
560
times
increase of views on 999’s official WeChat feed, launched within three days
INSIDE THE SERVICEPLAN GROUP, WE THINK OF ÜBERCREATIVITY AS WAY OF THINKING IN A VARIETY OF CHANNELS TO AMPLIFY EVERY CORE MESSAGE.
The following campaign is a bright example of using multiple touchpoints for content curation in a brilliant way.
Every night out with our friends goes along with the WhatsApp group chat that everyone's invited generating unique conversations – sometimes of great lyrical beauty – that are doomed to be forgotten within days.
To change that, German beer brand Beck's presented Heroes of the Night, the world's first app that turns WhatsApp group chats into fully personalized legendary stories that deserve to be remembered for years to come.
> 22
MILLION
impressions are generated in the first week
in 155
markets worldwide
the app was simultaneously launched
4.7
stars
achieved due to user rating & reached #3 in the download charts in the German App Store
DO YOU LIKE THIS CAMPAIGN?
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THE THIRD WAY HOW ÜBERCREATIVITY CAN FOSTER BUSINESS IS BY THINKING ABOUT CAMPAIGNS AS MORE THAN A CAMPAIGN, BUT A WAY OF STARTING A MOVEMENT THAT MAY INSPIRE PEOPLE TO DO SOMETHING SPECIAL.
An ÜberCreative campaign can be a spark that makes people get their bums off seats and out into the streets, out into the stores for the right reason or for a greater good.
Start a movement can actually amplify the Return on Investment both in terms of reputation and market share.
So, if you're looking to start a movement, the following idea did just that. It's going to be a fine night tonight. It´s going to be a fine day tomorrow. It's a fine day.
WITH THE CAMPAIGN, 75 MILLION CONTACTS WERE ACHIEVED IN THE FIRST 3 WEEKS!
THE FOURTH WAY OF IMPLEMENTING ÜBERCREATIVITY IS TO REALLY SHAKE UP THE TEAMS YOU WORK WITH. SERVICEPLAN GROUP IS NOT THINKING IN OUT-DATED AGENCY-CLIENT-STRUCTURES ANYMORE.
We involve special skills and knowledge right at the beginning of every project in order to make it a great integrated, ÜberCreative campaign. The following idea only happened because we were able to get the right people together for weeks:
After the Fukushima nuclear disaster, more than 25,000 hectares of farmland were affected by radiation. A team of environmental scientists has developed an innovative decontamination method that allows Fukushima farmers to grow perfectly safe rice again.
We turned this rice in something ÜberCreative: a book Made in Fukushima. This book is designed to help people understand with their eyes and hands what the Fukushima catastrophe really meant for the people affected.
3x
Grand Prix
ADC Germany, Eurobest Award, ADC of Europe
1x
Best of the Best
Red Dot Awards
21x
Gold
ADC 99th Annual Awards, ADC of Europe, ADC*E Awards, ADC Germany, iF Design Award, One Show, Clio Awards, CommAwards, Eurobest Award, Global Awards, LIA
22x
Silver
ADC 99th Annual Awards, ADC of Europe, ADC Germany, ADC*E Awards, New York Festivals Awards, One Show, PHNX Tribute, CommAwards, Eurobest Award, EPICA, LIA
16x
Bronze
ADC 99th Annual Awards, ADC Germany, Andy Awards, AME Awards, Caples Awards, New York Festivals Awards, One Show, LIA
1x
Winner
AIGA Award
DO YOU LIKE THIS CAMPAIGN?
GET IN TOUCH!
DURING THE MUSLIM HOLY MONTH OF RAMADAN, MOST COMPANIES IN THE MIDDLE EAST HAVE SPECIAL OFFERS. BMW’S COMMUNICATIVE CHALLENGE WAS TO STAND OUT FROM THE REST AND BREAK THROUGH THE CLUTTER.
Its goal was to hold up or even increase brand affinity while everybody else was just focusing on sales offers. Therefore, we sought to address the hearts of the people by condensing a strong human insight into an authentic piece of communication capable of endearing the German brand to the Arab region and its multi-cultural population.
“Two Brothers” is a multigenerational story of reconciliation that breaks the boundaries of commercialized automotive advertising. It shows the value of family and relationships at a time when Muslim peoples’ inner beliefs are best on display. But while it tries to address a core Arab audience, “Two Brothers” hinges on a universal truth that is as highly relevant as it is resonant to a global audience.
65
million
impressions on client website
624,000
clicks
on website
2.44%
engagement rate
in social media
> 3,000
leads
were generated with the campaign
3.2
million
video views on YouTube
35%
completion rate
on YouTube
SOCIAL MEDIA IS THE PREFERRED CHANNEL OF RACISTS WHO TRY TO SPREAD THEIR MESSAGES.
Together with Rolling Stone Magazine Italia we launched a website containing some of the most-viewed racist content.
The site was created exclusively for this campaign and advertised on social networks targeting far-right groups with racist views. Videos on this mini-site could only be viewed using mobile data – and the files were intentionally made much larger than usual clips of this type.
By burning up thousands of gigabytes, this “hacktivism” took thousands of racists off the social networks for a significant period of time thus making the social web a more human and peaceful place.
28
million
contacts via Facebook and websites that shared the content
1.4
million
reactions on Facebook
> 1,500%
traffic
on website of The Rolling Stone Italia
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