On March 8th, Comedy Central and Grey turned Wall AG's tram waiting shelter at Hackescher Markt in Berlin into a live comedy show embedded in the cityscape: On three big screens integrated into the waiting shelter, thought bubbles with constantly changing content created a stream of comic situations between waiting passengers. The content of the thought bubbles was suggested by fans of Comedy Central on Facebook. On location, the event was hosted by a live presenter. The best posts made it to the screens in the waiting shelter by live stream. Unknowingly, passers-by and passengers became thus involved in funny or odd situations and engaged in an imaginary dialogue with one another via the speech bubbles. Whether flirtatious, love-struck, playful or dramatic – the situation always unraveled into a "happy ending".

The idea behind this guerilla event was developed by Duesseldorf based agency Grey. Christian Hupertz, CEO of Grey Worldwide is enthusiastic about the project: "From idea to implementation, it was a great project with a significant fun factor for everybody involved. By combing a wide variety of media channels – out of home, digital and social media – 'Comedy is everywhere' was implemented spot on."

The comedy show in the waiting shelter introduces the new series "Happy Endings" that will run on Comedy Central television channel from March 18th onwards. The event was a lot of fun for all participants – whether voluntary or involuntary.

Outdoor advertiser WallDecaux supported Comedy Central and Grey as creative partner in implementing the event into the cityscape. Andreas Prasse, Head of Sales and Marketing of Wall AG: "We see ourselves as an innovator in the Out-of-Home sector. Collaborating with advertising and creative agencies, we are continuously developing fresh ideas for creative implementations which, due to their innovative potential, are authentic campaign highlights. The Comedy Central campaign stands out by its intelligent inclusion of users from the social web and the speedy transmission of content from the web to the waiting shelter.

Credits:
Comedy Central: broadcaster
Grey Duesseldorf: concept and creation
WallDecaux: outdoor advertising, technical support, coordination of the project, steering of service providers
The Product: iPad- and PC-interface programming
Tabaksmann Consulting: live stream Facebook-app programming
Code One: internet connection and live stream equipment

Watch the movie:

http://www.grey.de/#/02referenzen/17Comedy_Central

Wall-Group: Key Facts

• International street furniture supplier and outdoor advertiser in Germany and Turkey, in more than 50 metropolises and cities, amongst others in Berlin, Budapest, Duesseldorf and Istanbul


• Part of the international JC Decaux cooperation – the number one in outdoor advertising worldwide


• Innovative street furniture in highest quality design; more than 28 different design-lines


• Made to measure solutions provided by in-house research and development unit


• Single-source production, cleaning and maintenance guarantee highest quality standards


• Intelligent outdoor advertising on more than 93,100 high profile advertising spaces, including 6,484 advertising spaces on means of transportation such as tramways, busses, underground trains and trucks


• Sales division WallDecaux Premium Outdoor Sales with five regional sales-offices in Germany ensures national marketing competence


• Largest national provider of City Light Poster (CLP) format advertising displays in Germany


• Marketing-portfolio in Germany: analogue and digital advertising displays in 37 cities, AirportNet, ShoppingNet, Leipzig Central Station, Berlinale International Film Festival, Smartphone-App U snap, bluespot, RollAd truck advertising medium, as well as transit advertising in Berlin, including all underground stations


• Number of employees: 764 (as at December 31, 2011)