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MY HAMBURG LIFEAKA FIND YOUR HAMBURG TWIN

HUNGARY B (aka Judit and Daniel) - 8 December 2010

Tuesday, December 7, 2010

Make it easy for us.

We are a generation who wants everything, and we want it immediately. You want me to come live in Hamburg? Show me my Hamburg life. Preferably right now.

How to attract young talents?

Most big cities have a quite easy-to-use website, where you can get general help. And that is where they go wrong - they are just general advices for Random Joe-s, not me.

Give me something personalized, tailored to me, and I can already imagine my life at that city - which is crucial to making the move.

How can we do that?

...and give me real help, so I donʼt have to crawl though dozens of forums to get real answers to my questions.

How can we do that?

We build a site where, after giving some personal and professional information about yourself, you can get personalized, concrete offers for everything you need to start a new life:

- a home in a neighborhood that fits your personality- job offers that match your skills- suggestions on where to hang out

Plus, you will be matched with your ʻHamburg-twinʼ, a person, very much like yourself, already living in Hamburg.

The one-stop-shop concept

The way we make both the suggestions and the twins credible is that we use real people. We build the database and the offers on where to go to hang out based on young talents already living in Hamburg.

So when you answer to the initial questions, your profile will be matched to one of 200 Hamburg talentsʼ, whose answers are the most similar to yours. From then on:- you can see their profile, see an example of their week- you can contact them if you have any questions- you can follow them on twitter, know what they do real-time to really see what your life would be like- you will get monthly updates of the suggestions

Your Hamburg-twin

The central, long-term element of the campaign is the site myhamburglife.com. Every other tool and channel should direct the target group there.

The campaign has to be web-heavy, as itʼs the best way to reach out internationally, and receive instant feedback.

Still, print and outdoor advertising is also advised to reach more people, especially in European cities that have an excess of young talents, like London or Amsterdam.

The campaign

The online part of the campaign rests on 3 pillars:

- interactive banners- personalized banners- and a Twitter competition.

The banners would be primarily placed on sites where people are already searching for something thatʼs missing from their life: a job, a flat, or even a relationship. This way the message hits them at the right psychological moment.

The Twitter competition would be between the Hamburg-twins and their Twitter-followers to win a trip - while spreading the message.

The online part

The following are examples of the offline part of the campaign:

- print ads in relevant magazines- time-specific bus-stop posters- web-cam kiosks at parallel events in Hamburg and abroad

While in the print ads you simply see a person who has found their Hamburg-twin and are offered to do the same, the time-specific posters try to act as your own twin, and at the kiosks you can actually see people in Hamburg doing the same thing you are doing, and even have contact with them.

The offline part

If you follow this route, you can hold the hand of the potential residents every step of the way:

RAISE INTEREST SHOW THE LIFE THEY COULD HAVE HELP WHEN THEY ARRIVE

You know...make it easy.

The result

MYHAMBURGLIFE.COM HAMBURG WELCOME CENTERADS

So, would you like to meet your Hamburg-twin?

CREATIVES

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Site - results

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