Carlsen Publishing House Case study TIME IS RUNNING OUT by VM-People

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Industry Books
Media Case study
Market Germany
Agency VM-People
Creative Director Alexander Maximilian Otto Serrano
Producer Fritz Krings
Photographer Axel Kammann
Illustrator Marcus Meier
Released March 2010

Credits & Description

Category: Titanium and Integrated
Product/Service: CHILDRENS BOOK
Date of First Appearance: Mar 1 2010
Chief Executive Officer/Founder: Thomas Zorbach (vm-people)
Creative Director: Alexander Maximilian Otto Serrano (vm-people)
Project Manager: Juliane Miedtank (vm-people)
Puppet Master: Patrick Moeller (vm-people)
Illustrator: Marcus Meier (vm-people)
Producer: Fritz Krings (vm-people)
Photographer: Axel Kammann (vm-people)
Media placement: 1.000 Fluorescent Paper Cuts - Guerilla - 3.3.2010
Media placement: Direct Mailing To 45 Influentials - Guerilla - 3.3.2010
Media placement: 8 Web Videos - Guerilla - 3.3.2010
Media placement: 5 In-Game-Websites - Guerilla - 3.3.2010
Media placement: 5 Real Life Events - Guerilla - 3.3.2010
Media placement: 5 Mobile Live Streamings - Guerilla - 3.3.2010
Media placement: 4 Newscasts Documenting The ARG - Guerilla - 3.3.2010
Media placement: Social Media Integration - Guerilla - 3.3.2010

Describe the campaign/entry
Our objective was to promote 'Numbers', a children's book by Rachel Ward published in Germany, Austria and Switzerland. The book tells a story about paranormal abilities among teenagers.

The basis of the concept was the books opening line: 'There are places where kids like me go.' The first sentence of 'Numbers' established our direction: to address and involve young readers where they go nowadays and let them experience the story by means of an Alternate Reality Game.

Our target audience was Female and male book enthusiasts aged 14 to 17, who spend much of their time on the Internet using social media platforms such as blogs, Facebook or Twitter, but who are also open to adventures in the real world.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign was launched by means of a direct mailing to online influentials. 45 carefully selected members of the target group received research files dealing with cases of paranormal activity among children and teenagers. Riddles inside the files led to a series of 8mm-movies on the web showing parapsychological experiments. Meanwhile, in Hamburg 1,000 fluorescent guerrilla paper cuts containing a TinyURL popped up inviting the target group to take part in the Alternate Reality Game.
Campaign elements:
- 1,000 fluorescent paper cuts.
- Direct mailing to 45 influentials.
- 8 web videos.
- 5 in-game websites.
- 5 real life events.
- 5 mobile live streamings.
- 4 newscasts documenting the ARG.
- Social media integration: Blogosphere, Facebook, Twitter, Vimeo, Wiki and Forums.

Give some idea of how successful this campaign/entry was with both client and consumer
Based on massive word-of-mouth effect in social media and accompanied by mass media reports, e.g. on German and Swiss television, the campaign reached 3.5 million potential young readers on an advertising budget of €100,000. By selling more than 50,000 copies of 'Numbers', the expectations of Carlsen were widely exceeded.