We used a combination of online, outdoor and radio to create a truly integrated cheering experience: OnlineTo initiate a wave of cheering we founded Germany’s first online cheering community: www.jubelmeer.de as the central campaign platform. We invited people to cheer and to express their emotions by uploading their own cheering videos.OutdoorThe outdoor campaign used high visibility locations and original, creative formats: cheering hands reached up into the sky, through walls over buildings at more than 700 locations. The installations were supported by dynamic mega light boards and other ambient executions.

Regional adaptations of the messaging in major cities made the outdoor more engaging.RadioA key element of the activity was to turn the hourly radio news into a cheering zone. “Cheering news of the day” spots were delivered by the news readers, just before the actual news broadcasts.

The campaign captured the public’s imagination right from the start. Within the first 3 weeks, over 100,000 people registered on Germany’s first cheering community. A further 35,000 cheering films and pictures were also uploaded in this period.

The campaign then took on a life of its own with the news readers adding their own “cheering news” items throughout their programming.Unaided Ad-Awareness for eBay increased by 18% in the first weeks.

At the end of the campaign - eight weeks later - unaided Ad-Awareness had increased by 32%.