Oekopool Case study TRASH BAG FOR GIVEAWAYS by Ruf Lanz

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Industry Newspapers
Media Case study
Market Switzerland
Agency Ruf Lanz
Creative Director Markus Ruf, Danielle Lanz
Art Director Marcel Schlaefle
Copywriter Andreas Hornung
Released July 2010

Credits & Description

Category: Publications & Media
Advertiser: OEKOPOOL
Product/Service: NEWSPAPER
Agency: RUF LANZ
Date of First Appearance: Jul 5 2010
Entrant Company: RUF LANZ, Zürich, SWITZERLAND
Creative Director: Markus Ruf (RUF LANZ)
Creative Director: Danielle Lanz (RUF LANZ)
Art Director: Marcel Schlaefle (RUF LANZ)
Copywriter: Andreas Hornung (RUF LANZ)
Advertiser's Supervisor: Kilian Gasser
Advertiser's Supervisor: Claudia Gillardon
Media placement: Direct Mail - To Media Agencies And Advertisers - 5 July 2010

Insights, Strategy & the Idea
OEKOPOOL is the advertising pool of the four most ecological Swiss newspapers. Advertisements in these titles reach a large readership with a big interest in ecological issues. The campaign aimed to communicate this to media agencies and advertisers.

The target group gets lots of ecologically unfriendly give-aways by other advertising salesman. OEKOPOOL provided an instrument to get rid of that junk in a 100% eco-friendly way and presents a new giveaway: The trash bag for other giveaways.

Creative Execution
OEKOPOOL sent out a special giveaway: the trash bag for the giveaways of the competitors. The information about OEKOPOOL was printed straight on the bag, including the telephone number of the publishing director.

When the bag was full, the publishing director himself came by to pick up the giveaway garbage and took it to the biggest Swiss waste collection depot to be disposed of in an eco- friendly way.

Results and Effectiveness
Through the mailing campaign and the resulting personal contacts, OEKOPOOL’s advertising volume rose by +52% over the previous year.

Several major customers placed an ad with OEKOPOOL for the first time in 2010.

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