PIECE OF CAKE is a Hamburg based creative agency. It consults, develops and produces strategies, ideas and contents for corporations and brands. 

Founded in 2009 by Kim Poerksen and Derek Richards, PIECE OF CAKE combines the knowledge and experience of cumulated 30 years in all disciplines of advertising and communications, their credentials repeatedly being touted as groundbreaking by the industry, the media and consumers.

One key advantage of working with Piece of Cake is the boutique-like company approach. No unnecessary or costly overhead, but instead, a small, fast, experienced and cost efficient core team that can supervise the best of specialists and suppliers - if and when necessary. 

PIECE OF CAKE devote themselves to their clients and translating their needs into a dynamic experience. Research, development, a profound knowledge plus an intuitive feeling for the pulse of target groups lie at the heart of the process. 

PIECE OF CAKE and their associated partners work to advance advertising, not replicate it.

Each year, PIECE OF CAKE accepts a limited number of projects with progressive clients.

ANTHOLOGY

OVERVIEW 2009/2010

DUNHILLBTL campaignOn behalf of BAT Germany, PIECE OF CAKE developed a new long term BTL communication platform titled “Time for Dunhill, time for...”. communicating DUNHILL’s “tradition meets avantgarde” image. The new platform kicked off in 2009 with “Time for Tea”, a campaign feeding social media and the press with branded content and culminating in a nationwide event tour.

LUCKY STRIKEBTL platformLucky Strike, BAT’s flagship brand in the German market, is in pursuit of new communication channels and consumer touch points, not only for 2010, but also in the long run, bearing in mind the market will go dark for tobacco products in the near future. Problematic? Not for PIECE OF CAKE who specialize in C2C communication solutions and can make brands conversational without branding the market.

NOILLY PRATBrand worldFor many years the founders of PIECE OF CAKE have been working successfully for BACARDI Germany and various of their strong brands. For Noilly Prat, PIECE OF CAKE developed a modular mobile brand world concept and produced the toolbox to be employed on image platforms such as connoisseur fairs and VIP events.

HANSAPLASTProduct launchIn 2009, Germany’s biggest plaster brand launched a sensational novelty: a close to invisible plaster. The challenge: how do you “show” the advantages of something almost invisible? PIECE OF CAKE supported the launch with a strategy of positioning the product as a fashion accessory (instead of as a medical product) and beauty secret and inspired an offline/online PR approach for TGIFH.

NIKEPartnership launchAt the beginning of the 2009/2010 season, NIKE became the new kit partner of the German football club Werder Bremen. Kolle Rebbe hired PIECE OF CAKE as creatives to inspire a launch campaign aimed at football nerd’s in general, the media , but first and foremost at the club’s fans. All ideas contributed by PIECE OF CAKE were in line with NIKE’s “no balls, no brilliance” attitude.

TELEKOMImage campaignIn an attempt to please their key account TELEKOM with innovative communication contents and concepts, Saatchi & Saatchi Germany turned to PIECE OF CAKE. The task: create contents communicating the T-Mobile and T-Home products, which naturally nourish a 360° marketing approach. PIECE OF CAKE delivered various guerilla approaches generating contents for classic ad campaigns.

REAL,-Corporate strategyIn a series of workshops, Roland Berger strived to find strategies, how the German supermarket chain brand real,- could be re-positioned and strengthened for the market demands of the coming decade. PIECE OF CAKE was hired to inspire the participating strategists and come up with some highly unique and uncommon communication approaches bound to help fend off competition...

RED BULL SHOTSProduct launchSometimes, even the world’s biggest energy drink needs some extra power. For example, when launching an entirely new product, energy shots. The question their social media agents TGIFH asked PIECE OF CAKE was, how to get web communities and individuals in the web talking about the brand, the product and especially how and when to consume it.

WESTInternational BTL platformFor several years things were rather quiet regarding WEST that popped up out of nothing in the early 80’s and went on to write a global success story till the early naughties. Now, WEST is coming back. And seeing the market is going dark for tobacco products, a BTL platform is what the brand desires as a globally applicable basis for future innovative and sustainable consumer dialogue and brand communications, So, PIECE OF CAKE were brought in as specialists to help with the relaunch.

DUNHILLBTL campaignOn behalf of BAT Germany, PIECE OF CAKE developed a new long term BTL communication platform titled “Time for Dunhill, time for...”. communicating DUNHILL’s “tradition meets avantgarde” image. The new platform kicked off in 2009 with “Time for Tea”, a campaign feeding social media and the press with branded content and culminating in a nationwide event tour.

LUCKY STRIKEBTL platformLucky Strike, BAT’s flagship brand in the German market, is in pursuit of new communication channels and consumer touch points, not only for 2010, but also in the long run, bearing in mind the market will go dark for tobacco products in the near future. Problematic? Not for PIECE OF CAKE who specialize in C2C communication solutions and can make brands conversational without branding the market.

NOILLY PRATBrand worldFor many years the founders of PIECE OF CAKE have been working successfully for BACARDI Germany and various of their strong brands. For Noilly Prat, PIECE OF CAKE developed a modular mobile brand world concept and produced the toolbox to be employed on image platforms such as connoisseur fairs and VIP events.

HANSAPLASTProduct launchIn 2009, Germany’s biggest plaster brand launched a sensational novelty: a close to invisible plaster. The challenge: how do you “show” the advantages of something almost invisible? PIECE OF CAKE supported the launch with a strategy of positioning the product as a fashion accessory (instead of as a medical product) and beauty secret and inspired an offline/online PR approach for TGIFH.

NIKEPartnership launchAt the beginning of the 2009/2010 season, NIKE became the new kit partner of the German football club Werder Bremen. Kolle Rebbe hired PIECE OF CAKE as creatives to inspire a launch campaign aimed at football nerd’s in general, the media , but first and foremost at the club’s fans. All ideas contributed by PIECE OF CAKE were in line with NIKE’s “no balls, no brilliance” attitude.

TELEKOMImage campaignIn an attempt to please their key account TELEKOM with innovative communication contents and concepts, Saatchi & Saatchi Germany turned to PIECE OF CAKE. The task: create contents communicating the T-Mobile and T-Home products, which naturally nourish a 360° marketing approach. PIECE OF CAKE delivered various guerilla approaches generating contents for classic ad campaigns.

REAL,-Corporate strategyIn a series of workshops, Roland Berger strived to find strategies, how the German supermarket chain brand real,- could be re-positioned and strengthened for the market demands of the coming decade. PIECE OF CAKE was hired to inspire the participating strategists and come up with some highly unique and uncommon communication approaches bound to help fend off competition...

RED BULL SHOTSProduct launchSometimes, even the world’s biggest energy drink needs some extra power. For example, when launching an entirely new product, energy shots. The question their social media agents TGIFH asked PIECE OF CAKE was, how to get web communities and individuals in the web talking about the brand, the product and especially how and when to consume it.

WESTInternational BTL platformFor several years things were rather quiet regarding WEST that popped up out of nothing in the early 80’s and went on to write a global success story till the early naughties. Now, WEST is coming back. And seeing the market is going dark for tobacco products, a BTL platform is what the brand desires as a globally applicable basis for future innovative and sustainable consumer dialogue and brand communications, So, PIECE OF CAKE were brought in as specialists to help with the relaunch.

ZDF_NEOExhibition The annual IFA exhibition in Berlin is the world’s most relevant consumer electronics event for producers and broadcasters alike. Of course, ZDF, one of Germany’s big two pubic broadcasters, is looking to impress the public and professional audience. Vitamin-e asked PIECE OF CAKE to create an infotaining interactive brand world for their client ZDF and its modern sub-channel ZDF_neo.

CATERISTICBrand developmentOnce a nationally renowned cutting edge bar and cocktail supplier, ubs bar support had grown out of their shoes. After years of transition and development towards an international full service caterer, the time was right for a new name and corporate appearance. PIECE OF CAKE signed responsible for developing the new brand and its corporate identity.

P3Exhibition campaignP3, an Airbus related company belonging to the pioneers in aerospace business technology development and production, are exclusive partners of the established Farnborough Air Show in 2010. PIECE OF CAKE were trusted with the task of finding the company’s first ever claim and then creating a print advertising campaign to be implemented on the entire exhibition grounds.

GELBE SEITENBTL platformGelbe Seiten are the German equivalent of the Yellow Pages and like every print format in the internet age seeking for pastures new. Together with their lead agency Heye & Partner, PIECE OF CAKE developed a BTL platform and a web TV show called The Treasure Finding Machine, basing on the creative concept of every commercial advertiser in Gelbe Seiten being a treasure in its own right.

HENDRICK‘SPR CampaignWhen a somehow completely different spirit brand conquers a new market, it takes a somewhat different communication agency and its somehow differently creative ideas to ensure the launch is acknowledged by a wide public and the media. So, Nicole Weber Communications called upon PIECE OF CAKE to supply not just the cucumbers, but also the creative for the launch campaign.

SAILOR JERRYPR CampaignSailor Jerry not only influenced the world of tattoos for decades to come. His name now also stands for a new and outstanding premium rum brand which is currently entering the European market. PIECE OF CAKE were requested by Nicole Weber Communications to develop a rock ‘n’ roll style PR and event campaign to accompany the market launch.

PUMAPR campaignPUMA, a brand formerly famed for its functional sportswear, has long transformed into a lifestyle brand. Now it has developed its first ever smartphone, the PUMA phone, and entered the telecommunication market. On special request of Nicole Weber Communications, PIECE OF CAKE developed a guerrilla launch campaign aimed at attracting consumers to the brand stores and generating buzz & PR.

BAT ItalyCorporate eventSpreading their wings across the European market, PIECE OF CAKE were delighted when G2 Italy invited them to work for one of their global key accounts, They eagerly took on the challenge of developing an integrated communication and event concept for the annual corporate business convention of BAT Italy, which serves as a business platform as well as team building incentive at the same time.

MEN’S HEALTHBrand promotionEnd of August 2010 Men’s Health are staging their famous Urbanathlon - a challenging and entertaining blend of of an urban style obstacle course with a long-distance run - for the first time ever in Europe. PIECE OF CAKE were assigned with the creation and production of a modular temporary brand world with which the initiating brand can present its products and services at the Urbanathlon festival in the harbour of Hamburg.

MELITTAFlagship storeOne of Germany’s leading coffee blending and making brands is seeking pastures new in regards to POS strategies and seeking new experiential sales and presentation platforms for the entire product range from beans to full service machines. Together with our client Vitamin-e, PIECE OF CAKE developed a unique brand world flagship store concept.

PUMA FAASLABPR campaign“Faster is funner” is the claim PUMA is currently communicating to enhance the European launch of their new running shoe range Faaslab, which aims at combining urban lifestyle and high performance sport. On behalf of Megacult, PIECE OF CAKE developed a catalogue of integrated BTL measures aiming at providing contents for on and offline PR and generating media coverage.

KÖLLNFlagship storeSince 1820, German brand Kölln stands for grain-healthy cuisine for nutrition and quality-conscious connoisseurs, young and old. Vitamin-e teamed up with PIECE OF CAKE once again to propel the traditional brand into a brighter future with an image driving 360° brand interaction POS concept, including platforms for consumer involvement and sustainable brand dialogue.

SCHWEPPESPR campaignOn occasion of launching Schweppes new soft drink product range Sparkling Tea into the German market, Hamburg based advertising agency Red Rabbit, that had also contributed towards the product development, called upon PIECE OF CAKE requesting the development of BTL communication platform ideas and stand alone communication measures capable of feeding PR.

REEMTSMAFlagship StoreHaving only just celebrated a centennial of success history but unwilling to rest on their laurels, Reemtsma appointed Vitamin-e to develop the future of tobacco product POS. Once again, PIECE OF CAKE were allowed to contribute strategic and creative expertise towards an emotional, experiential and engaging brand and product interaction and sales platform.

SCHWARZKOPFPR campaignShortly after the Schwarzkopf corporation announced their partnership with the 2011 Eurovision Song Contest, their PR agency Nicole Weber Communications employed PIECE OF CAKE to develop a host of PR-able event, social media and guerilla measures promoting both the cosmetics company’s sponsoring alliance in the context of the big media occasion.

ROLAND BERGERStrategy & creativePIECE OF CAKE take pride in having further expanded the portfolio of strategic and creative competencies delivered to global player Roland Berger Strategy Consultants. Having already contributed creative communication ideas and inspiring the company’s internal strategists in the past, PIECE OF CAKE were especially delighted to be involved in brand positioning and brand claim development processes in 2010.

IFA E-LIBRARYSales presentationIn 2010, the IFA successfully introduced two new theme areas to the world’s largest consumer electronics fair, iZone and eLibrary, bringing together eContent publishers and hardware producers and giving them a sales and communication platform for the first time since their emergence in the global market. PIECE OF CAKE were brought in by Vitamin-e to support them and their client IFA in developing the sales offer.

POMMERYPR campaignAs a luxury brand not just running a classic product portfolio but also special limited seasonal and theme editions, champagne experts Pommery are in constant need of PR contents and communication impulses to stimulate the individual sales cycles. Megacult trusted PIECE OF CAKE with the task of developing a stock of distinctly different, PR and media relevant BTL activities ranging from events to urban interventions.

EXAMPLES

CONSUMER INVOLVEMENT

PROJECT FOX

CATEGORY: Press eventCLIENT: Eventlabs GmbH, HamburgCOMPANY: Volkswagen AG, InternationalMARKET: AutomotiveLOCATION: Copenhagen, DenmarkTARGETGROUP: Press & media, consumers

OBJECTIVE: Development and disposition of a dynamic car presentation for the international press. Positioning of the car as a modern city- and short distance car for a young urban target group.

SOLUTION: Incorporation of the car presentation into an interdisciplinary promotion project & culture festival for young professionals regarded as the products target consumers. Refurbishing of a former 3***hotel, by 21 international artist groups into one of the leading design hotels for young urban travelers. Re-design of hotel and catering routines by 35 international scholarship holders selected via a contest. Production of 7-art cars at the event in a mobile, thus sustainable exhibition architecture. Disclosure of a public discourse between the client and the participants, professionals and scientists. Creation of a 700 sqm restaurant and club venue. 30 day operation with daily live cooking dinner, program and parties by the scholars as well as local influencers and protagonists. Embedding of the journalists into an authentic target group event. Natural use of the car for mobility within this uniquely constructed urban setting.

PARK HOTEL | BEFORE PROJECT FOX

HOTEL FOX | PRODUCTION & OPERATION

HOTEL FOX | 23 OF 61 ROOMS

STUDIO FOX | PROJECT EXHIBITION, RELAY STATION, ART CAR PRODUCTION, CONFERENCE CENTER

CLUB FOX | RESTAURANT WITH OPEN COOKING STATIONS & PARTY VENUE

PROJECT FOX | STREET CAMPAIGN FOR CLUB FOX & STUDIO FOX, OPPOSITION ACTIVITIES

PR SUCCESS | INTERNATIONAL PR REPORTS

PR CONTACTS

INVOLVED PEERS

JOURNALISTS

GUESTS

DURATION

BUDGET

> 2.500.000.000

> 300

> 800

> 24.000

3 weeks

€ 3.500.000

5 times more media coverage than usual

Most successful PR launch in the history of VW

Category name for cool event in danish media (quite foxy)

Winner of over 30 international awards

DING DONG!

CATEGORY: Strategic brand development, PR campaignCLIENT: Douwe Egberts Coffee & Tea Consumer ProductsMARKET: Coffee padsLOCATION: GermanyTARGETGROUP: Consumers, press & media

OBJECTIVE: In 2005, the average Senseo consumer was round about 40 years of age and the brand had done nothing up to then in terms of brand building or creating an image world. Advertising had based on posters and ad’s in magazines featuring the Senseo machine and varying pads alone. The task was: create a brand image world, make the brand accessible, tangible and relevant for young, urban core groups. Furthermore, lay foundations for story telling and create highly relevant topics for PR.

SOLUTION: Senseo claimed their invention (machine and pads) would influence the art of everyday living. We decided to put this claim to the test and founded the Senseo Art Initiative, which was to stage an international urban art festival for young and upcoming artists annually. In 2006, the initiative, run by Pörksen and Richards, handed out more than 50 short term stipends to individuals artists and groups. Together they created an artistic world in an old deserted department store in Hamburg, Germany, entering an open lab situation and performing their art on a daily basis in a work in progress concept, which was meant to make art more accessible for non-specialized attendees. The festival was further enhanced by daily parties, lectures, concerts, performances and other contents. 30.000 people attended in 20 days, press coverage exceeded the German media by far and made Ding Dong! internationally renowned.

DING DONG! | INVOLVEMENT OF MORE THAN 220 PEERS TO STAGE AN ART FESTIVAL IN A DERELICT DISTRICT

DING DONG! | WORK IN PROGRESS: THE VENUE WAS OPEN TO PUBLIC DURING PRODUCTION

DING DONG! | SAMPLE OF INSTALLATIONS

DING DONG! | SOME MORE INSTALLATIONS

DING DONG! | EVEN MORE INSTALLATIONS

DING DONG! @ DAY | FUN FOR TODDLERS UP TO SENIORS

DING DONG! @ NIGHT | PARTIES, CONCERTS, PANELS, ART, ECSTASY

PR CONTACTS

INVOLVED PEERS

GUESTS

PRODUCT TRIALS

DURATION

BUDGET

> 57.000.000

> 220

> 30.000

> 30.000

20 days

€ 425.000,-

1.7 m contacts through media coop’s,

rest achieved through independent press coverageUnique sustainability approach in terms of marketing:

revitalization of derelict districtInfluential on Hamburg state politics until today

POLO DIY

CATEGORY: Product development, strategic brand developmentCLIENT: Eventlabs GmbH, HamburgCOMPANY: Volkswagen AG, GermanyMARKET: AutomobileLOCATION: GermanyTARGETGROUP: Consumers, press and media

OBJECTIVE:  In 2005, the emotionally tainted automobile segment of compact cars is saturated and the VW Polo is even suffering from an almost non-existent image relevance. Consequently, the task given was to create a VW Polo Limited Edition aiming at rejuvenating the brand and simultaneously living up to the sociocultural trends of individuality and variability, hence meant to attract younger and more progressive target groups.

SOLUTION: Instead of creating a "limited edition" we created an open coded "(un)limited edition", that is founded on the pillars of design, individuality and community. The system is comparable with a centralized peer to peer system (like Napster), where product and price is created by the consumers, where the product is brokered by the consumers and, of course, is eventually sold to consumers. The idea is simple: consumers can develop designs for the outside of the VW Polo applied with 3M films. The consumer can order his design as stand-alone product or together with the car, or open an online shop for free where he can offer his designed VW Polo DIY to other customers. Volkswagen takes responsibility for the whole fulfillment process including application & payments. If one gets tired of ones Polo DIY design, fresh makeovers are available anytime. This adds new attributes to car development: fast moving & fashionable. Dress your Polo! This democratized, lively and open system with momentum fosters active participation and interaction with the brand and promotes entrepreneurship and product individuality.

POLO DIY | WEB BASED COMMERCIAL HUB BASED UPON DESIGNING, PROMOTING AND SELLING YOUR DESIGNS

PLANNING FOR POLO DIY PAVILLON IN WOLFSBURG

POLO DIY CAMPAIGN | DRESS YOUR POLO

120 MINUTES

CATEGORY: Experiential and experimental marketingCLIENT: Bacardi GmbH, GermanyMARKET: SpiritsLOCATION: Berlin, Hamburg, Cologne, Frankfurt, LüneburgTARGET GROUP: Consumers

OBJECTIVE: Reach target groups immune towards standard advertising and brand communication. Experiment with innovative marketing techniques such as involvement, buzz, viral marketing and make brand open and experiential for core and opinion leader target groups.

SOLUTION: Involve target group by founding a secret action organization, The Batcave, and giving its members control over marketing budgets to develop and produce 120 minute long theme parties with every event having its own theme and advertising concept. 120 Minutes is a party format, which takes place in special urban places at irregular times with secret themes, line ups and running orders. Teams were requested to experiment with non-standardized guerilla advertising and make advertising and communications events in themselves, e.g. in the shape of public interventions or media hijacking. The Batcave’s brief? Be surprising, unexpected and daring for maximum fame and success. The biggest surprise for all: the brand excluding agencies from the consumer dialogue and handing money and creative freedom to the target group without executing any sort of control on the overall brand appearance.

120 MINUTES COMMUNICATION | ONLY NON-STANDARDIZED MEASURES APPLIED

120 MINUTES | 19 DIFFERENT EVENT CONCEPTS IN 4 MONTHS IN 4 CITIES

EVENTS

CITIES

INVOLVED PEERS

GUESTS

DURATION

BUDGET

PR

TRIALS

= 19

= 5

> 150

> 7.500

4 months

€ 200.000

not measured

> 9.000

Highest ever Bacardi drink ratio measured

120 fame: target group 8-88 = 80%,

association with “party” and “Bacardi” = 40%Temporary sales boosts in actvitiy regions between 5-8%

SOUTHERN COMFORT | SOCO LIMELIGHT

CATEGORY: Through-the-line campaign (ATL + BTL), brand relaunchCLIENT: Eventlabs GmbH, HamburgCOMPANY: Brown Forman Beverages Europe Ltd.MARKET: SpiritsLOCATION: Hamburg, Cologne & Frankfurt, GermanyTARGET GROUP: Consumers, on and off trade, press

OBJECTIVE: Revive long forgotten brand, make it relevant for mainstream consumer target group, mainstream media as well as on and off trade outlets. Communicate brand nick-name “SoCo” and prove brand image “energizing” and “connective”. Develop sustainable communication with potential of international relevance and implementation.

SOLUTION: Involvement strategy: recruit target group members, motivate dialogue between target group and brand owners and together develop communication to suit both interests. Brand building by story telling. Position brand as relevant for consumers and the media by incorporating it in social life, in this specific case by supplying career and cultural opportunities in the name of the brand and deliver emotional experiences on brand owned event platforms. Consequently “connect” brand, with society, culture, media and consumers and let the consumers “energize” urban night life with their ideas, thus generating media relevant contents. The campaign name derived from the Southern Comfort focus drink SoCo & Lime and suggested, that the brand puts its consumers in to the limelight of the public and the media and the consumers in return creating temporary urban highlights or limelights in the name of the brand.

SOCO LIMELIGHT | COMMUNICATION AND CASTING OF PROTAGONISTS

SOCO LIMELIGHT | INTERDISCIPLINARY PROGRAM

PLANETEN & BLUMEN

CATEGORY: Culture productionCLIENT: Self initiatedLOCATION: Hamburg, GermanyTARGETGROUP: Core scene

DESCRIPTION: Create your own Disco! PLANETEN & BLUMEN is a night club gallery in Hamburg launched in 2005. The idea: Every four months artists could apply to entirely redecorate the whole club. The best application was realized.The exhibition/club which featured international DJs and live-acts like Autechre and Dat Poltitcs and opened every Friday and Saturday at 11 pm. In 2005 the readers of the renowned music magazines De-Bug and Groove voted Planeten & Blumen to one of the 10 best clubs in Germany. Planeten & Blumen was closed in November 2006.

Club-installation No. 1: „Am Rande der Stadt sah ich Fohlen“ by Markus Thomas SchuhmannClub-installation No. 2: „Where have all the young girls gone?“ by HuiHuiClub-installation No. 3: „Space for rent“ by Michael Conrads

CREATE YOUR OWN DISCO | „AM RANDE DER STADT SAH ICH FOHLEN“ BY THOMAS MARKUS SCHUHMANN

CREATE YOUR OWN DISCO | „WHERE HAVE ALL THE YOUNG GIRLS GONE?“ BY HUI HUI

CREATE YOUR OWN DISCO | „SPACE FOR RENT“ BY MICHAEL CONRADS

EXAMPLES

BUSINESS, BRAND & PRODUCT DEVELOPMENT

KRYSTAL

CATEGORY: Business, brand and product development, strategic brand buildingCLIENT: Bacardi GmbH, GermanyMARKET: low volume pre-mix spirit drinksLOCATION: GermanyTARGET GROUP: Consumers, consumer outlets, press and media

OBJECTIVE: Make Bacardi credible in opinion leader/core/young professional target groups by creating a new, innovative product and edgy, experimental communications designed to fit these groups expectations. Develop product, brand world, communications and new distribution techniques.

SOLUTION: A made up story brought to life. Foundation of company in Russia, which was supposed to have been appropriated by the Bolshevik after the October Revolution in 1917 and had recently been returned to the family Eristoff, who had revived their mysterious, some say narcotic, poisonous-blue coloured beverage of old, called Krystal. Since its re-launch in the early days of Glasnost, Krystal had become an insider tip in the modern Russian art and culture scene. In 2005, a fleet of unbranded old Lada lorries guarded by black armoured limousines occupied by secret agent type bullies was to cross the Polish border to Germany and deliver limited quantities of the proposed mythical drink to a network of the most upfront art galleries, clubs and creative heads. At the same time, a generously spent budget for target group members to develop guerrilla events in Germany’s finest abandoned urban areas was to support this spectacular introduction into the German market.

THE SECRET DIARY | 2003-2004

CATEGORY: Product development, marketing, distributionCLIENT: self initiatedCOMPANY: Brandigloo GmbHLOCATION: InternationalTARGETGROUP: Consumer

OBJECTIVE: dsfjhkjlsdhfjlasdhf

SOLUTION: kdkhbfjldshbfjdsf

THE SECRET DIARY

CATEGORY: Business, brand and product development, market launch, marketing, distributionCLIENT: self initiated in cooperation with Daniel GoddemeyerCOMPANY: Brandigloo GmbHMARKET: Internet application, social network, publishingLOCATION: InternationalTARGETGROUP: People with long distance relationships & womanizers

The Secret Diary is an intimate online diary for two, a secret garden in which lovebirds, separated through unfortunate circumstances, can meet. The concept bases on the proposition, that the quality of written and intimate internet communication does not live up to the standard of its origin: the love letter.  The Secret Diary oscillates between reality and virtuality: You buy a real product, which you give to the person you want to share your life with. Then you create and keep a virtual diary online. Whenever desired, the lovers can shift their written discourse back into reality by ordering their dialogue, published in the shape of a lovingly printed and designed book.Products are globally distributed via a brand owned online shop. The launch was accompanied by a worldwide trend PR campaign, the simultaneous launch of additional applications and apparel, as well as exclusive product listings in selected trend shops all over the planet.Funded and realized independently, the strategy was to initially build up an image and relevance, thus strengthening one’s position for negotiations to take place at a later stage with potential financing partners necessary for a second phase mainstream rollout.

SECRET DIARY | EXCEEDING THE FRONTIERS OF REALITY AND VIRTUALITY: FROM A REAL PRESENT TO A VIRTUAL SECRET GARDEN ...

SECRET DIARY |  ... BACK TO A REAL HARDCOVER BOOK

BRANDIGLOO | RETAIL VIA ONLINE SHOP AND INTERNATIONALLY RENOWNED CONCEPT SHOPS

YOUR

PRIVA

TE

WEBSITE!

SECRET DIARY | PR CAMPAIGN

CLEVERGY

CATEGORY: Strategic brand developmentCLIENT: enercity, Hannover & N-ERGIE, NürnbergMARKET: Energy suppliersLOCATION: GermanyTARGETGROUP: Consumer

OBJECTIVE:  Almost a decade after the liberalization of the german energy market in 1998 the market is still dominated by four major suppliers. In 2007, two public utility companies decided to work together in order to establish a new brand that will supply energy on a national level. The task was to analyse first the market and then the target group before developing the new brand, including its positioning, its identity as well as an initial marketing mix. Furthermore, the task included marketing research, agency screenings, their recruitment and kick-off briefings.

SOLUTION: We created a brand that was based on the values of individuality, independence, fairness and transparency. The small and friendly provider was to be considered as an „Asterix“ amidst the unloved majors. Target group are people who want to conserve diversity, search for the best offer in the market and at the same time want to decide for themselves. For these groups, the biggest encouragement to change their supplier seemed and seems to be self-determination, independence, transparency & security. Clevergy gives this growing group of aware and conscious consumers the opportunity to decide for themselves on exactly what kind of energy from which sources they want and under what terms this should happen.

CATERISTIC

CATEGORY: Strategic brand developmentCLIENT: ubs bar support GmbHMARKET: Hospitality & CateringLOCATION: GermanyTARGETGROUP: B-2-B

OBJECTIVE:  Once a nationally renowned cutting edge bar and cocktail supplier, ubs bar support had grown out of their shoes. After years of transition and development towards an international full service caterer, the time was right for a new name and corporate appearance.

SOLUTION: PIECE OF CAKE signed responsible for developing the new brand and its corporate identity. In a very close co-operation with the founders a brand strategy was conceived from scratch, kicking off with the analysis of the company, its target groups and the main competitors, proceeding with the determination of values, moving on to describing a new brand’s personality, emotional and rational benefits and finally deducing a brand idea from the insights generated throughout the process. This idea served as the creative springboard for the company’s new name, CATERISTIC, which was complimented with the sub-line “catering with character” expressing the new corporation’s unique selling proposition. With these basics accomplished, the next steps saw PIECE OF CAKE developing a new corporate identity and design soon to be implemented in such essentials as the new website and business equipment.

EXAMPLES

SPECIAL THEME STAGINGS

ZDF_NEO @ IFA 2010

CATEGORY: Exhibition EventCLIENT: Vitamin-e GmbH, HamburgCOMPANY: zdf_neo, MainzMARKET: BroadcastingLOCATION: Messe Berlin, BerlinTARGET GROUP: Public, press, retailers

OBJECTIVE: For Germany’s big two state run TV and media broadcasters the world’s largest consumer electronics fair IFA is a must go. In 2010, ZDF wanted to focus public and media attention on their young sub brand zdf_neo. Their agency Vitamin-e asked PIECE OF CAKE for conceptual support in developing and managerial guidance in producing a unique 3-dimensional and interactive brand world.

SOLUTION: During the conception phase, major inspiration was taken from the channel’s colourful, rectangular design language and its station ID’s, in which the target group is depicted in its own everyday situations. The station’s claim “Sieh’s mal neo” (“look at things in a new way”) was also highly influential. These three assets were to be translated into a brand world concept. The result was a “see things in a new way” performance: a 360° media and architectural installation basing on construction elements derived from the brand’s CI combined with the special feature of an advanced projection mapping technique which enabled to change the stalls appearance constantly. In line with the motto “Today my TV broadcasts me”, consumer contents were generated and visitors were invited to participate in interactive media installations, one of which was the “zdf_neo choir”. Dozens of individuals were filmed on their own in an integrated studio singing famous songs and then later projected together as a choir on to the stalls projection walls. “See yourself in a new way”, with zdf-neo.

ENVIRONMENT | 2 FLOOR ARCHITECTURE ENTIRELY MAPPED WITH PROJECTIONS

INTERACTION | VISITOR GENEREATED CONTENT FOR THE MEDIA ENVIRONMENT

ACTION | COMMUNICATION TOOLS, LIVE SHOWS & CONCERTS

TIME FOR DUNHILL: TIME FOR TEA

CATEGORY: BTL platform & consumer event seriesCLIENT: BAT Germany, HamburgMARKET: TobaccoLOCATION: Munich, Frankfurt, Hamburg, Cologne, BerlinTARGET GROUP: Public, press, retailers

OBJECTIVE: Conception, design and realization of a BTL platform and a first event series to emotionalize the brand and the brand world and make DUNHILL more relevant and engaging for consumers. The task was to transport the essence, presence and the premium positioning of the brand and support HoReCa and CRA activities.

SOLUTION: Step 1: development of an authentic BTL platform called „Time for...“ standing for both a moment of indulgence and pleasure of a premium product, but also for innovation in terms of redefining standards, re-discovering traditions and interpreting them in a modern way. Step 2: development of an event series in line with the platform. „Time for Tea“ sees DUNHILL claiming a consumption moment for itself uncontested by other brands: the afternoon, a time for indulgence and inspiration. From the core of the brand comes the impetus to break rules and thereby add a new substantial routine to urban lifestyle. „Time for Tea“ combines traditional event formats to invent a brand-new one: English tea time, in line with DUNHILL’s British heritage, a modern vanguard vaudeville show with upcoming british talent in a stylish environment, the mix of both later boiling over into an excessive party. The result: something excitingly new for consumers and the media.

TEATIME | CAKE, DINNER & VANGUARD CABARET...

PARTYTIME | ... SPILL OVER INTO AN ECSTATIC PARTY WITH DJ‘S & LIVE PERFORMANCES

EVENTS

CITIES

INVOLVED PEERS

GUESTS

DURATION

BUDGET

PR

TRIALS

= 5

= 5

> 80

> 2.500

6 weeks

€ 400.000

7 million

> 50.000

NOILLY PRAT BRAND WORLD

CATEGORY: Promotional brand worldCLIENT: BACARDI Germany MARKET: Premium spiritsLOCATION: GermanyTARGET GROUP: upper class consumers, gourmets and connoisseurs, premium restaurants and gastronomers.

OBJECTIVE: Creation, design and production of a premium quality modular multi-use and mobile brand environment. Enable positive, sustainable brand and product experiences. Communicate major parts of the brand story. Targets: confirm exiting consumers, appeal to new consumers and use performances to promote new consumption moments and signature drinks. Shift brand perception of being mainly gourmet cooking ingredient to a frequently consumable cocktail beverage, the “queen of all martini’s”.

SOLUTION: Noilly Prat is positioned as a “piece of art from the South of France”. Our concept translated exactly this statement into a real life brand world in a double sense: 1. Inspired by the Noilly Prat bottle label, the illustrative style dating back to France in the mid 19th century was extracted and applied to real life furniture and tools ensuring an unusual and eye catching experience. 2. Within three dioramas and on curtailing walls, key phases of the fascinating 2-year-long production process and consumption moments are depicted. The 3-D illustrations promote Noilly Prat perfect serve recommendations serviceable on set thanks to the multi-functional furniture concept including drawers for cooling, storing and preparing drinks.

A PIECE OF ART FROM THE SOUTH OF FRANCE | FULLY FUNCTIONAL 2D/3D PROMOTION BRAND WORLD

N-SERIES HOUSE @ NOKIA TRENDS

CATEGORY: Product presentationCLIENT: Bureau FJM GmbH, HamburgCOMPANY: Nokia, FinnlandMARKET: Mobile communicationLOCATION: Schuppen 52, HamburgTARGET GROUP: Consumers

OBJECTIVE: Conception, design, realization and operation of product presentations for the new Nokia N-Series range on the platform of a NOKIA owned music festival called Nokia Trends.

SOLUTION: A series of playful artistic installations in an abandoned building on the festival site. Each interactive installation incorporates an N-Series mobile computer and highlights the most remarkable features of each product. One installation interacts with the video projections of the VJ on the electronic floor next to the N-Series house.

MEDIA ART INSTALLATIONS | 5 DIFFERENT INSTALLATIONS HIGHLIGHT SOUND QUALITY, STORAGE CAPACITY, FOTO AND VIDEO QUALITY PLUS CONNECTIVITY.

THE BLOGHOUSE

CATEGORY: Exhibition eventCLIENT: Vitamin-e GmbH, HamburgCOMPANY: IFA, Messe Berlin, BerlinMARKET: Consumer electronicsLOCATION: Messe Berlin, BerlinTARGET GROUP: Public, press, retailers

OBJECTIVE: Conception, design, marketing, realization and operation of a 700sqm IFA 2007 special exhibition showcasing the topic „From broadcasting to web 2.0“.

SOLUTION: A web 2.0 experience show based on 3 columns: understanding, making and experiencing Web 2.0. Elements were a Web 2.0 „learning trail“, various interactive installations producing content for Web 2.0 platforms, a blogger camp, documentation of all produced contents on Web 2.0 platforms, internet stations, lectures, panels, art performances. Acquisition of 5 partners/sponsors to co-finance the show. Press & event coordination on site.

THE BLOG HOUSE : ARTISTIC AND FUN „THEME PARK“ FOR GROWN UPS EXPLORING THE BOUNDARIES OF WEB 2.0

IFA 2008 OPENING GALA & BUSINESS SUMMIT @ IFA

CATEGORY: Gala eventCLIENT: Vitamin-E, HamburgCOMPANY: IFA, Messe Berlin, BerlinMARKET: Consumer electronicsLOCATION: Palais am Funkturm, BerlinTARGETGROUP: Press, VIPs, Professionals

OBJECTIVE: Conception, design and realization of the opening gala of the biggest consumer electronics fair in the world.

SOLUTION: 2 halls, 3 room-situations. The evening formally sets out with a reception, then progresses a seated gala dinner with an exclusive international show program and reaches its climax in a party in the reception hall. The challenge: making an impression on no-one else than the CEO's of the world's leading consumer electronic companies and Germany's political elite. How: by showing something previously unseen of using non-standardized, specially developed one-off media installations. Its central element was a cube with a length of 6 meters per side, constructed out of 2500 single cube miniatures forming a topografic surface. During the reception the cube resembled an appealing, minimalisitc installation. At night, it transformed the room when evolving into an interactive, colorfully animated medium where every cubic frame functioned as a screen for an individual video content. More still: the cube was interactive and guests were able to animate the "screens" thanks to a specially developed software and playful digital interfaces. The installation was built out of wood and cardboard and only 4 HD video projectors. The gala dinner was lined by international show program and moderated by renown TV hosts Barbara Schöneberger and Steven Gätjen. The aftershow event was additionally hyped courtesy of a VIP guest list co-operation with Manfred Schmidt, ensuring that despite ambitious competition, there was no other important after event in town one wanted to be.

NON STANDARDIZED : APPEALING OBJECT / MEDIA INSTALLATION, AND DIFFERENT AREAS

IFA 2007 OPENING GALA

CATEGORY: Gala eventCLIENT: Vitamin-E, HamburgCOMPANY: IFA, Messe Berlin, BerlinMARKET: Consumer electronicsLOCATION: Palais am Funkturm, BerlinTARGETGROUP: Press, VIPs, Professionals

OBJECTIVE: Conception, design and realization of the opening gala of the biggest consumer electronics fair in the world.

SOLUTION: The evening formally set out with a reception, then progressed with a seated gala dinner flanked by an exclusive international show program and then reached its climax with a party in the reception hall. The event theme „Evolution“ of the IFA 2007 opening gala picked up on the transition of the IFA from a biannual to an annual trade fair. The set design and the program transported this message in imposing ways. Complete environment changes transported the motto with non- standardized, room filling slide projection installations and astonishing transitional performances by artists from the Moulin Rouge in Paris and the world famous contortionist Anatoly Zalewski to name just a few. Moderated by Barbara Schöneberger & Steven Gätjen, the gala was officially opened by German chancellor Angela Merkel and Berlin's mayor Klaus Wowereit and eventually found its climax with an impressive firework on the Messe Funkturm.

HENRI NANNEN PREIS

CATEGORY: Gala and award eventCLIENT: Bureau FJM GmbH, HamburgCOMPANY: Gruner & JahrMARKET: Print publishingLOCATION: Deutsches Schauspielhaus, HamburgTARGETGROUP: Political, economical, social VIPs, press and media

OBJECTIVE: Conception, design and realization of Germany's most acclaimed and outstanding journalism award ceremony.

SOLUTION: Within an inflationary award landscape, it is always important to underline the relevance and standing of the Henri-Nannen-Preis with an unforgettable event. Thus, the 2008 award ceremony was to be an opulent and acrimoniously planned one deemed fit to excite an intellectual target audience, the elite in international politics and journalism.

Staged at the Schauspielhaus Hamburg, the event was conceived with exclusiveness, style, charm, emotionality and with a meticulous love for details. In a first step, a gentle 'marriage' between the historic venue of old and an imported scene design based on the award inherent theme of 'words and paper' was successfully accomplished. Next, the award ceremony - according to the concept - was embedded in a specially developed and elaborate 'modern opera' show featuring international artists on the venue's main stage. And finally, an after show party was required which inspired the exclusive visitors to stay on. An international, sophisticated, yet euphoriant entertainment program in six different areas of the house proved bait enough and more than won the audience over.

GENTLE, NON-STANDARDIZED EVENT DESIGN : LIGHT, PAPER, WORDS & SHADOWS

THE EVENT: INSPIRATION, INDULGENCE AND ECSTATIC JOY AT AN UNFORGETTABLE NIGHT FOR THE INTELLECTUAL ELITE

DIOÉ FESTIVAL OF ART & MUSIC

CATEGORY: Culture productionCLIENT: Self initiatedLOCATION: Hamburg, GermanyTARGETGROUP: Core scene

DESCRIPTION: The dioé festival was created to enrich Hamburg's cultural scene but was also intended as a response to the City's cultural board and its continuous failure to establish a platform for young, upcoming artists to present themselves to the public.For two weeks, a self-curated exhibition was staged in an abandoned office building involving 34 artists, of which a handful actually went on to achieve international stardom, notably Jonathan Meese, Bjoern Dahlem and Andre Butzer.The fortnight long exhibition was accompanied by 5 events in 4 different locations, Hamburg's then most relevant clubs and venues - Click, Golden Pudel Club, Tanzhalle and the MS Stubnitz - so that in addition to the temporary exhibition dioé featured a total of 34 music and video artists, including the likes of Ascii Disco, the Meteorites or Tobias Thomas. In total, the fesitval attracted more than 4000 guests.

ATL

P3

CATEGORY: Above the line campaignCLIENT: P3 digital servicesCOMPANY: P3 AGMARKET: Aerospace EngineeringLOCATION: Farnborough Airshow, Great BritainTARGETGROUP: Professionals, clients

OBJECTIVE: P3, an Airbus related company belonging to the pioneers in aerospace business technology development and production, are exclusive partners of the established Farnborough Air Show in 2010. PIECE OF CAKE were trusted with the task of finding the company’s first ever claim and then creating a print advertising campaign to be implemented on the entire exhibition grounds.

SOLUTION: In the brief the client had assessed B-2-B advertising typical of its business branch as rather uninspired and essentially boring. Knowing that over 90% of the exhibitions attendees are male and that the main advertising surfaces are located in restrooms, PIECE OF CAKE developed a cheeky and witty multi-slogan restroom pun campaign that played with the situation itself and aimed at entertaining while subliminally communicating the company’s unique selling propositions between the lines.

THE PIECE OF CAKE WAY

AD WARS?

PEACE NOW!

So, now they finally have the enemy entirely surrounded. No escape for the potential consumer anymore, say the so called ad big players and global networks. They claim to have zeroed in on the individual. Their magic formula?

360 degrees of ad and marketing weaponry. Total ad war is on the horizon!

A sigh of relief comes from the mouths of the ad agencies clients, after sleepless nights and horrendous nightmares about the consumer who threatened to ignore their advances.

How scary was it, when they became increasingly immune to classic advertising and the internet age revealed the diversity of the human race. How freaked out was the ad biz getting when science proved their outputs to be recognized as communicational waste and (environ-) mental pollution.

Now the commerce strikes back and they are going to market, promote, product place, web 2.0., advertise, sponsor, hijack and customer relationship the people to death with the new big thing: 360 degrees of total brand and product presence.

The consumers growing advertising immunity has been counterattacked with a strategy of the omnipresent brand. It won’t be long before they beam messages into our dreams. They are probably working on that technique right now.

But, hang on for a sec: this doesn’t sound like an approach of somebody confident or sympathetic, likeable (and consumable).

Do they seriously believe total presence will result in total consumption, total consideration or even sympathy? Won’t total brand presence result in even more advertising immunity? And won’t the consumer’s understandable indifference hereby be nourished to grow to antipathy, active animosity and rejection?

Imagine how a dog reacts when surrounded by strangers. It will panic, whine, bark and in total despair will hit out, snap and bite. It will take on a defensive stance and its ultimate goal will be to escape.

Things are going really devastatingly wrong. Yet, things could be going tremendously right.

PIECE OF CAKE believe in the mature individual and in human social behaviour traits.

I mean, have you ever pulled a girl in a club by thinking of her or looking at her? Come on, don’t be shy! You gotta put a bit more into it than that!

PIECE OF CAKE turn recipients into creators.

By involving independent people in the development and execution of brand communication campaigns they enable dialogue, the creation of highly relevant stories and contents as well as substantial,

sustainable relationships between the two: they crack corporate brands open, humanize them by giving them faces and personalities and hence make them accessible for the people out there because they can finally regard brands as one of their own.

So, for PIECE OF CAKE, 37,2 degrees is perfectly sufficient. Human temperature!

They don’t need the 360 degree weaponry to create a brands omnipresence. Though it can be used to spread a relevant content once established. But, first things first, who cares for all the places of the billboard charts if you can be a pop star with a number one?

For the time being, what they first and foremost offer is: live dialogue, pure unfiltered consumer insights and the capability of making brands AND their consumers pop stars. In the interest of all.

PIECE OF CAKE are holding out the olive branch. Its there for the taking.

PEACE NOW!

COPYRIGHTAlle in Konzeptionen, Manuskripten und Präsentationsschriften enthaltenen Vorschläge, Beschreibungen, Manuskripte und Inhalte in vollem Umfang und Inhalt unabhängig vom Wortlaut, verbleiben mit Urheber- und Nutzungsrecht bei PIECE OF CAKE Media GmbH & Co. KG auch dann, wenn für die Präsentation ein Honorar gezahlt wurde. Insbesondere bei unverbindlichen Präsentationen versteht sich das Honorar als reines Aufwandshonorar, nicht aber als Abgeltung der Urheber- und Nutzungsrechte.Die Weitergabe aller Unterlagen, Manuskripten und Präsentationsschriften im Ganzen oder in einzelnen Teilen sowie die Veröffentlichung, Vervielfältigung, Verbreitung, Nachbildung oder sonstige Verwertung der präsentierten Konzepte, Lösungen und Ideen ist ohne vorherige Zustimmung von PIECE OF CAKE Media GmbH & Co. KG nicht zulässig.

Werden die präsentierten Konzepte, Lösungen und Ideen nicht entsprechend dem Vorschlag verwendet und im vollen Umfang abgegolten, so ist PIECE OF CAKE Media GmbH & Co. KG berechtigt, die Inhalte im vollen Umfang oder Teile davon anderweitig zu verwenden. Alle Unterlagen, Manuskripte und insbesondere Präsentationsschriften sind auf Verlangen von PIECE OF CAKE Media GmbH & Co. KG zurückzugeben. 

CONTACTPIECE OF CAKE Media GmbH & Co. KG

Carsten-Rehder-Strasse 5122767 Hamburg

Tel. +49 40 38 90 42 88Fax +49 40 38 90 45 91

www.greatpieceofcake.com (launch 2010)yummy@greatpieceofcake.com

Managing directors:

Kim Pörksen poerksen@greatpieceofcake.com

Derek Richardsrichards@greatpieceofcake.com