Eurobest Young Creatives Competition Silver

MY HAMBURG LIFE
AKA 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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Eurobest Young Creatives Competition Silver

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