Unveiling the Super Microphone
To amplify the campaign's message and engage a tech-savvy audience, Die Techniker collaborated with Cheng Loew, a popular YouTube influencer. He received a specially designed box, sparking curiosity by hinting at a new "Ultrawearable" product. However, the unboxing video revealed a surprising twist. Instead of a conventional tech gadget, the box contained a mirror, prompting the influencer to embark on a "supersonic adventure" – a series of activities showcasing the incredible capabilities of the human ear (the Super Microphone) in real-world scenarios.
Die Techniker's Instagram Takeover
Die Techniker leveraged a strategic influencer takeover on their Instagram channel to amplify their "Ultrawearables" campaign. Several social media personalities, known for their tech expertise and active lifestyles, participated in the takeover.
Engaging Content: Highlighting the Human Advantage
These influencers didn't showcase new tech gadgets. Instead, they focused on the incredible capabilities of the human body – the ultimate "Ultrawearable." Through captivating content and daily activities, they demonstrated how our bodies enable us to experience, enjoy, and achieve extraordinary things.
Expanding the Narrative: In-House Content
Beyond the print campaign and Instagram takeover, Die Techniker further bolstered the "Ultrawearables" concept with a series of three in-house produced animations. These engaging animations explored the functionalities of the body's "Ultrawearables":
The Super Microphone Reimagined: This animation envisioned an ear constructed entirely from DJ equipment, playfully highlighting the ear's remarkable ability to distinguish various sounds.
The Supertool in Action: Showcasing the incredible versatility of the human hand, the animation featured a hand interacting with a variety of everyday objects – objects we rely upon due to the hand's unique dexterity.
Demystifying the Brain: This animation presented a creative visualisation of the left and right brain hemispheres, constructed from common objects. It sparked curiosity about the brain's specialised functions (the Supercomputer).
These animations, entirely produced in-house, added another engaging layer to the campaign, further solidifying the concept of the human body as the ultimate "Ultrawearable."
Interactive Exploration: Unveiling the Body's "Tech Specs"
The campaign culminated in a dedicated microsite, serving as a digital hub for users to delve deeper into the concept of the human body as the ultimate "Ultrawearable."
Immersive Storytelling with CGI
Utilising innovative CGI morphing visuals, the microsite offered an interactive user experience. As users scrolled, the visuals dynamically transformed, revealing the technical marvels of the hands (Supertool), ears (Super Microphone), and brain (Supercomputer).
Wearable Tech Redefined
Each section of the microsite presented these body parts not as biological structures, but as cutting-edge wearable products. This innovative approach reinforced the campaign's central message and provided users with a fresh perspective on the body's remarkable capabilities.