Telekom Rain of Roses

Deutsche Telekom’s “Rain of Flowers” (also known as Rosenregen and Blütenregen) campaign has been awarded with Gold for best of guerilla marketing at the Golden Hammer Awards held this week. The campaign, run in Germany, Austria and the Netherlands, began with sending thousands of fresh rose petals onto a city square in Buenos Aires in January 2009. The event was repeated with a tonne of rose petals at 11 am, on April 4, in Vienna, Austria. Pedestrians used their mobile devices to capture the event, leading to online conversation on Flickr, Facebook and YouTube. Seven television spots, six international print and poster designs and a downloadable screensaver were used to show the event from different perspectives, featuring T-Mobile G1, internet phone with Google, T-Home.

Rain of Flowers


Click on the image below to play the video in YouTube (HD)

Click on the image below to play the video in YouTube (HD)

Click on the image below to play the video in YouTube (HD)

Click on the image below to play the video in YouTube (HD)

Click on the image below to play the video in YouTube (HD)

Click on the image below to play the making-of-video in YouTube (HD)

Credits

The Rain of Flowers campaign was developed at Saatchi & Saatchi and Publicis. The Publicis Frankfurt team were international creative director Jason Romeyko, creative director Karlheinz Wasserbacher, art director Michael Ladich, brand director Imke Lepper, graphic designer Fillipich, typographer Sophie Cerny, junior art director Florian Greiter, account assistant Patrizia Pircher, account director Martina Mekis, account manager Irina Atansoski, working with T-Mobile Austria VP marketing communications Peter Hörlezeder and senior brand manager Thomas Mayer. The Saatchi & Saatchi Frankfurt team were chief creative officer Burkhart Von Scheven, creative director Anne Petri, head of creative services Michael Maschke, account director Anke Knabe.

Filming was produced at CloseUp Filmgesellschaft M.b.h., Frankfurt, by producer Dieter Lembcke. The event was managed at Group.ie, Frankfurt by Natascha Doller.

Media was handled at Mediacom, Frankfurt by senior communication planner Katrin Mayer.

Music is “Just So”, sung by Agnes Obel.

Black turns beat me bright,
Turning on the light
Today is gonna be the day,
You hear some body say
We need you right away

Tiptoe over the floor
What are you waiting for?
So so and no more
Thats all to be, so before.

Today is gonna be the day, you hear somebody say,
We need you right away
You hear the moments kick and play.
The order of the day is already in your way

The widow shade, the nurse and maid,
To let it all just work away,
From head to toe, where shadow grows,
Since forever and a day

Quiet moments home
Where some do you roam?
Today is gonna be the day
You hear some body say
We need you right away.
No time for tea or lemonade.
Some moments of the day
Were only half awake.

Drink a toast to the sun
To the things that never go,
To the break of the day
That is all that I say.