Take a hall, an island and a vintage railroad train. Add Jan Delay exclusively before the start of his tour. Top it all off with 300 hipsters and mix well. What do you get? A collective freak-out! Häberlein & Mauerer developed a 360° multi-channel concept for Vodafone Region North on behalf of Sony Ericsson. The interdisciplinary concept went far beyond merely satisfying the unconventional desires of a highly complex target group.

A large number of brands in the telecommunications field are presently competing to win customers and providers. That’s why Sony Ericsson commissioned Häberlein & Mauerer to create a concept that would activate Vodafone shops in the Hamburg region and lastingly position Sony Ericsson and Vodafone in the entertainment field. The basic ingredient in the successful recipe: Jan Delay.

Jan Delay’s previous albums have all been big hits and everyone is eagerly awaiting his upcoming new disk. Knowing this, the goal was to capitalize on the hype to create a unique experience. The task was difficult because due to the tour, no event could take place in Hamburg. We accordingly moved the event to the gorgeous island of Sylt, and we made the journey to and from the extravaganza into an essential part of the experience. The result: “Soul Train to Jan Delay.” Three-hundred people had a chance to experience Jan Delay live on Sylt prior to the start of his tour. The Soul Train, here in the guise of the legendary TEE Rheingold train from the 1960s, brought the guests from Hamburg to Sylt and then returned them to the Hanseatic city later the same night.

Activation
“No tickets for sale” was the motto that activated the PoS and served as the basis for communication in the context of the activity. Most of the 300 tickets could be won only at the point of sale in Hamburg’s Vodafone shops. To win a ticket, a customer had to answer several questions on a participation card, which was available in the store alongside displays and posters. After 14 days of activation, the lucky winners were drawn. Extensive coverage of the target group was assured through the threefold combination of classical press work, simultaneous cooperation with Hamburg’s three biggest radio broadcasters and an OOH campaign. Furthermore, there were also one-day promotional activities in selected shops, where the most convincing Jan Delay imitators could get an additional opportunity to receive a ticket.

Further Communication
Alongside the chance to win tickets at the PoS, other channels of communication were activated via raffles and press work. For example, the project was accompanied by a specific facebook group, by several cooperative arrangements with the media, and by integration into Jan Delay’s facebook and myspace profiles. We also worked closely with Jan Delay’s fan club. All information was relayed onto www.jandelay-soultrain.de, i.e. the central microsite where interested visitors could find everything worth knowing all about the event.

Close Collaboration with Various Service Providers
We collaborated with specialists from a variety of fields in order to guarantee the optimal implementation of the concept. The creation and activation at the PoS was planned with specialists, as was the onsite handling of the show production. Häberlein & Mauerer took charge of the coordination to assure that everything ran quickly and uncomplicatedly.

Services
360° activation of Vodafone points of sale.
Idea, concept, implementation, event coordination of media, creation, communication.

Timeframe
October 2009