We decided to create an entirely new media format: Germany’s first ever live banner, placed on the biggest German news websites. For every top news item, a new headline was devised. In real time.

To achieve our goal, we had 1 beta software program and 6 copywriters, who required just 3 minutes on average to create a new headline. As soon as the headline was chosen, it went “live”. Each headline matched the top news item perfectly. The reactions from fans were staggering.

The campaign quickly spread via social media. Fans even shared screenshots of the unique headlines. This way, Saul became the most sought-after lawyer on the web. And our new banner concept became a standard media format.