Live at least one life in Hamburg
This is an idea that got me and copywriter Karl Saluveer III-d place in the Eurobest Young Creatives 2010. The brief was basically "Get young talents (engineers, designers etc) to make a desigion that Hamburg is a really nice place to live in, and eventually move there.
Insights#1 Nothing promotes the many features of Hamburg better then living in the city itself.
#2 Internet and social media has made it possible to mentally live (at least) two lives:
one in physical form, the second in digital world.
#3 Digital lives in form of role-playing games are getting more and more popular.
The idea - Create a virtual opportunity to live and make friends in Hamburg.
Before making the real move, try out living here virtually.
#1 Local initiative - The first step is to invite Hamburg residents to join the game to represent their city to new players.
#2 International - The second phase is to communicate the game to young talents abroad, who will socialize with local Hamburg residents.
The Game – “LivingHamburg”
Online multiplayer games allows the user to live a full life in Hamburg and travel around using existing Google Street View + interact with people living in real Hamburg and others who also live only the virtual Hamburg live and may plan to move there for real. All the user-characters are based on real photographs and real people. The system works somewhat like in "ville" games. But as it's based on actual town, when the user moves here in real life, he/she already knows the routine.
Live events from Hamburg - The biggest and most important events can be streamed live via webcams to the game environment.
Media - Facebook; Collaboration with existing online games directs players to virtual Hamburg; Outdoor media; QR-based solutions direct smartphone users straight to the game; Ambient media; QR code places in surprising locations; Banners; Interactive banners are based on the Google Street View part of the game.
Extremely great thanks go out to Taevas Ogilvy and superworm greetings to all the other young teams.