achtung! news

Live presentation in front of the “toughest jury in the world” +++ Awarded at next09 +++ achtung! wins for skillfully integrated campaign for Deutsche Bahn +++

• achtung! is the winner of the 2009 Neptun cross-media award with the campaign “Im neuen Jahr besser pendeln!” [Better commuting in the new year] for Deutsche Bahn
• The award was conferred for the fourth time by the initiative Hamburg@work
• The finale featured the cream of the German advertising industry with campaigns such as “23 Tage. Das YouTube Fan-Tagebuch” (Kolle Rebbe), “Größer, breiter, schneller - mit der eBay Tuning Meisterschaft fett in der Tuningszene” (Initiative Media)
• Awarded for integrating different media channels in terms of both content and time
• “achtung! kommunikation has emerged as the winner among a very good group of participants”, explained Gunnar Brune, Managing Director of Lowe Deutschland GmbH and member of the specialist committee.
• “It’s one thing to have an effective and efficient campaign, but having to convince a big jury like this with a live presentation is something else altogether,” explained Mirko Kaminski, Managing Director of achtung!.
• “In terms of their complexity, cross-media campaigns are the supreme discipline in the field of advertising. The standard of the campaigns presented is proof of the high quality and creativity of German advertisers”, says Harald Kratel, spokesperson of the specialist cross-media group at Hamburg@work and COO of Parship.
• In addition to the specialist cross-media group at Hamburg@work, the expert committee, which had put forward the campaigns for the finale, comprised more than ten of the most important German advertisers and marketing experts. These included Frank-Michael Schmidt (CEO of the Scholz & Friends Group), Markus Goetze (Managing Director of Heye & Partner) and Michael Trautmann (Managing Director of kempertrautmann).

Long version

achtung! is the winner of the 2009 Neptun cross-media award which was conferred again this year for the fourth time by the initiative Hamburg@work. With the campaign “Im neuen Jahr besser pendeln!” [Better commuting in the New Year] for Deutsche Bahn, the agency emerged the victor in a thrilling finale against competition which included the campaigns “23 Tage. Das YouTube Fan-Tagebuch” by Kolle Rebbe and “Größer, breiter, schneller – mit der eBay Tuning-Meisterschaft fett in der Tuningszene” by Initiative Media.

The jury was impressed by the fact that a surprising partner had been brought on board for the campaign in the shape of the German automobile association ADAC. The latter calculated that commuting by train is 45% more cost effective than by car, that the motivating message had reached car commuters via several channels simultaneously and that a great deal of additional revenue had been generated with a reasonable budget. The campaigns in the finale had been selected beforehand by a well-known expert committee, based on inventiveness, effect and cost-effectiveness, from numerous entrants. “With achtung!, the best from a very good group of participants has triumphed. With this successful event, the Neptun cross-media award has finally become established as an important industry competition”, explained Gunnar Brune, Managing Director of Lowe Deutschland GmbH and a member of the expert committee.

In the finale, which took place the next09 conference in Hamburg, the nominees had to pitch to the “toughest jury in the world”. They presented their cross-media campaigns in front of around 300 experts from the fields of digital economy and media creation, but also in front of interested members of the public including boxing world champion Susi Kentikian, actress Julia Stinshoff and Benjamin Adrion of Viva con Agua. The winner was then determined by the audience, which cast their votes by way of text messaging. “It’s one thing to have an effective and efficient campaign, but having to convince a big jury like this with a live presentation is something else altogether. We are delighted that our campaign for Deutsche Bahn has also been awarded the Neptun cross-media Award”, says Mirko Kaminski, Managing Director of achtung!. “In terms of their complexity, cross-media campaigns are the supreme discipline in the field of advertising. The standard of the campaigns presented is proof of the high quality and creativity of German advertisers”, says Harald Kratel, spokesperson of the specialist cross-media group at Hamburg@work and COO of Parship.

In addition to the specialist cross-media group at Hamburg@work, the expert committee that had put forward the campaigns for the finale consisted of more than ten of the most important German advertisers and marketing professionals. These included Frank-Michael Schmidt (CEO of the Scholz & Friends Group), Markus Goetze (Managing Director of Heye & Partner) and Michael Trautmann (Managing Director of kempertrautmann).