SOLAR ENERGY PROVIDER: "THE SOLAR ANNUAL REPORT 2011 [image]" Direct marketing by Serviceplan, Germany

Type of entry: Use of Direct Marketing
Category: Flat Mailing
Advertiser: AUSTRIA SOLAR - VEREIN ZUR FOERDERUNG DER THERMISCHEN SOLARENERGIE
Product/Service: SOLAR ENERGY PROVIDER
Agency: SERVICEPLAN Munich, GERMANY
Title: THE SOLAR ANNUAL REPORT 2011
Entrant Company: SERVICEPLAN Munich, GERMANY
DM/Advertising Agency: SERVICEPLAN Munich, GERMANY
Chief Creative Officer: Alexander Schill (Serviceplan)
Creative Director: Christoph Everke/Cosimo Moeller/Alexander Nagel (Serviceplan)
Copywriter: Moritz Dornig (Serviceplan)
Art Director: Matthaeus Frost (Serviceplan)
Account Supervisor: Christina Paulus/Stefanie Zillner (Serviceplan)
Graphic Design: Mathias Noesel (Serviceplan)
Print Shop: Stefan Meier (Mory & Meier)
Bookbinder: Mr Waldmann (Buchbinderei Ruffert)
Describe the brief from the client
The association Austria Solar stands for all the important solar energy providers from Austria and was seeking to reach out to opinion leaders in the political and economical field. So we were asked to develop a remarkable medium, which portrayed Austria Solar as a consistently innovative inter-trade organisation of the Austrian solar industry. The annual report was – apart from association members – primarily addressed to opinion leaders in economical and political fields.
Creative Execution
Since solar energy is the main business of our client Austria Solar, we thought about how we could put this energy to paper. By creating an annual report that is only readable under UV exposure, we impressively demonstrated the sun’s and Austria Solar’s power to the target audience.


Describe the creative solution to the brief/objective.

We had to demonstrate both the sun’s and the association’s innovative power. We impressively did this by developing the first annual report powered by the sun. Its content remains invisible until sunlight falls on its pages. The report was met with great response not only in Austria but worldwide.


Describe the results in as much detail as possible.

The report was so well received that we had to have it reprinted. We received more than 400 requests from all over the world, e.g. Ernst & Young, the Austrian office of the Federal Chancellor, the TED conference, Greenpeace to name a few. As an additional result, the printing company Mory & Meier is ever since being overwhelmed with orders.