We changed the well known picture of the tagesschau and created an image that got the world to ponder: one evening, a simple pair of legs appeared next to the anchors, just standing in the background.

Thus a normal pair of legs set off around the world! Online people debated and thought up insane theories, e.g. an accidental mishap, which was later on revealed as premeditated. Indeed, that was just the beginning. Following the motto “the whole person”, the Tagesschau legs continued on a “Walk of Fame” through the internet by featuring “leg-content”.

A small news that was supposed to get lost in the media noise became big and remained „talk of the internet“ for a significant time.

• Tier 1 Outcomes/awareness: we achieved a vast number of people, with over 300 million contacts, through media reports – compared to a total of 80 million citizens in Germany we achieved an almost complete coverage and an outstanding consumer awareness (source: Landau Media Research). Achieving our goal: Getting the news about the change communicated without spending money – and by avoiding a shitstorm or critical debates in reaction to the change.

Tier 2 Knowledge/consideration/coverage depth (quantity): The story generated an extraordinary response rate within media: with over 400 news articles in newspapers, TV and online we covered every major and tons of small outlets, creating a media equivalence of 30 Mio. € (according to Landau Media Research)