The One Show
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Category
Targeting
Annual ID
OS22_CU019M
About the Work
(Tr)end The Syrian War is a data-driven creative campaign. With the help of Google Trends, we created an algorithm to scan all search terms in Germany. It identified thousands of keywords that are searched for more often than Syria. The search trends were visualized in real-time on our platform. We then used the search data to target users based on their search behavior. The campaign highlights the dramatic lack of interest in the country,
plagued by war for ten years.
To cut through all the noise, the Action Alliance for Disaster Relief needed a revolutionary approach. We developed an algorithm for the campaign that evaluates search queries on Google. Google Trends is used to understand keyword search volume or to identify seasonal trends. We used the data to compare shocking contrasts in our search behavior. Our algorithm identified thousands of search terms that, on average, are more important to the people in Germany than the Syrian War. We used this data to compare the results in real-time on our platform and in our advertisements. This way, we were able to use the data to tell a story in a new way. Because the fact is our search behavior speaks volumes about what's important to us and what's not. The data was integrated into our platform and allowed users to discover Germany's trending topics compared to Syria.
Campaign
#TrendTheSyrianWar Microsite
https://www.trendthesyrianwar.de
#TrendTheSyrianWar Landingpage
https://ttsw.forjudgeseyes.net/
2022 Awards
Total Points: 3
Merit
Credits
Agency
MRM Germany / Frankfurt
Client / Brand
Aktionsbündnis Katastrophenhilfe / Berlin
Production Company
Das Werk / Frankfurt
Media Distribution Company
Universal McCann GmbH / Frankfurt
Reprise / Hamburg
Creative Director
Christian Endecott
Hendrik Frey
Olaf Haarsma
Executive Creative Director
Martin Biela
Motion Designer
Dominik Gerhards
Associate Creative Director
Jelena Stamenkovic
Managing Director
Dominique Mann
Kerstin Diehl
Senior Art Director
Nico Köhler
Consumer-Marketing Agency
DeVries Global / Berlin
Director Creative Technology
Mark Hollering
Global Creative Excellence Manager
Patrick Thomas
Head of Corporate Strategy
Karen Braxmair
Olga Oster
Head of Key Account Management
Franziska Falk
Influencer Agency
Bloggerkartei / Jena
eqolot / Berlin
Junior Art Director
Alicia Otto
Key Account Manager
Lena-Maria Peters
Managing Director & Owner
Ulrike Fünfstück
PR & Communications Director
Jerome Cholet
PR & Communications Manager
Karin Stelzner
Senior Motion Designer
Michael Klaiber
Related Awards
