When we launched the campaign for NEON, the category of Branded Entertainment was pretty much neglected in Germany. Neither was it established in Germany nor were there any best practices. NEON stepped on virgin soil. So did the target group, which we deeply involved and entertained with our branded content.

Our focused target group for the event were students. We positioned our location directly at the Hamburg University Campus at one of the busiest areas on site. Our theme, 'to make the impossible possible!'. With the participation of unexpecting students we took them on magical interactive journey through our interactive billboard. Word spread, crowds got bigger and more interactive stories were told! We brought the digital in to the real world, rewarding the students with a personalised version of their experience on a custom Neon magazine cover.

The 'Impossible Billboard' was a unique brand-experience. On the two days more than 5,000 students were involved in the action.

2,000 personalised covers were printed and gave the students a personal impression of the brand. The documentation of the action was shared, often via Facebook and YouTube.