World of ideasNews

MC delivers the message on the fly

Leading Agency for the German Federal Government receives German Media Award for the «Media Idea of the Year»

The idea was a simple one − for the first time ever, MEDIA CONSULTA (MC) succeeded in delivering advertising messages in a plane. Air Berlin agreed to allow their cabin announcements to become a broadcasting medium for the 10th Open Day of the German Federal Government. For this simple but effective idea, MC was awarded the 2009 German Media Award for the best inter-media idea. For one week, air hostesses and stewards on all Air Berlin flights to Berlin called attention to the Open Day 2008. In the quiet minutes after landing at Berlin airport, the cabin crew invited over 80,000 passengers to visit the Federal Chancellery, the Federal Ministries and the Federal Press and Information Bureau. The idea reached the passengers directly yet the media costs amounted to not more than €5 per flight, less than the cost of a soft drink on the plane. The jury of the German Media Award chose this innovative form of direct advertisement for the Media Idea of the Year 2009. “Even frequent fliers listen attentively to cabin announcements. In proportion to the budget, the idea was very effective”, said jury member Andreas Bahr, Mediaplus’ Spokesman of the Board. The German Media Award is considered the most prestigious award for media services in Germany. It is awarded annually by the communication magazine “Werben und Verkaufen” (“Advertising and Selling”). This is the second prestigious creative award won by MC this year, after it received the most important European advertising award EPICA in December 2008.Credits:Creative Director: Dr. Dominik PietzckerDirector Media: Eberhard GrenzAccount Director: Dietmute MüllerCopywriter: Carsten HäderIdea: Bernd-Oliver Käter