To create a buzz simultaneously in 40 countries, Accor placed an international event with a red ball as common denominator and heart of the plan. With a very low budgetary expenditure, our task was to create awareness around the red ball in Munich.

The creative idea was to create overnight, a huge urban artwork which reminded people of a giant poppy field. We displayed the big red ball at the Max-Joseph-square in the city centre of Munich, surrounded by 1,600 red helium-filled balloons.

Local artists, film makers, bands, dance groups and photographers were also given the possibility to use this platform for their own artistic interpretations. The temporary installation was communicated via radio and street promotion. During the morning, the artwork was the scenery of countless photo-shoots of passers-by.

As incentive, there was a voucher for the Edenred products hidden in every balloon. Also, 5 Euro per balloon was donated to the children’s aid organization "Children for a better world", illustrating Edenred’s sustainable approach.

At 1 pm we encouraged the public to create a big bang by bursting the balloons with thousands of needles. Within 20 seconds, the red corn poppy field of balloons turned into air by an acoustical firework.

We displayed a glossy red ball 5 meters in diameter at the centre square (1,800 sqm) in front of the opera house. Over night, the red ball was surrounded by 1,600 red helium filled balloons which were fixed with a cord on the floor.

During the day, promoters distributed red balloons as greeting messages. But that was not enough: we had promised the biggest bang and we kept this promise. Thus, a time was communicated when every passer-by there could pop a balloon with a pin, everyone at the same time.

That was an audible Big Bang when 1,600 balloons were burst almost simultaneously. Local artists, film makers, bands, dance groups and photographers were also given the possibility to use this platform for their own artistic interpretations and to express themselves, as well as capturing themselves on media devices for their own use.

With the very low budget in mind, a comparatively great part of the target audience could be reached. Besides the media coverage, there were over 1,500 participants bursting balloons. Furthermore, lots of people passing by experienced the message by watching the breathtaking installation. During the day, several thousand people found their way to this square to record this photogenic motif with mobile phones and cameras. The event was a wow: At 1 pm, 1,500 of passers-by popped the balloons at the square in Munich. Within 20 seconds, the red field of balloons turned into air by an acoustical firework.

The media coverage of the invested budget was 5-6 times higher than it would have been with booking of classic advertising spaces, referring to the small but creative character of this buzz and the viral spread.

8,000 Euro was donated to the children’s aid organization "Children for a better world".