Reed Exhibitions Messe Vienna Case study The Little Guerilla War by Ogilvy & Mather Vienna

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The Little Guerilla War

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Industry Political/Religious/Trade Organizations
Media Case study
Market Austria
Agency Ogilvy & Mather Vienna
Released July 2012


Golden Drum 2012
Events Brand/Product/Service promotion events Golden Drum
Public relations Unconventional communication Silver Drum

Credits & Description

Year/ID: 2012 / U76018G12
Group: U Events
Subgroup: U76 Brand/Product/Service promotion events
Award: Golden Drum
Product and services:
Model Makers Fair
Brand name:
Reed Exhibitions Messe Vienna
Advertising agency, city:
Ogilvy & Mather, Vienna
Art director:
Michael Kaiser, Klaus Seethaler
Karin Schalko, Michael Rittmannsberger
Creative director:
Gerd Schulte Doeinghaus
Account Director /Manager:
Petra Walter
Other credits:
Model Builder: Rudolf Mayer

Campaign idea explanation:
The opening day of the model makers fair was until now the least-visited day of the whole fair. The aim was to change that this year. Fortunately, in 2011, the beginning of the fair coincided with Independence Day in Austria. Our job was to redirect visitors of the Independence day's celebration to the model makers fair. We sent a self-made tank to join the traditional military parade at the Heroes Square in Vienna. Remote-controlled, with a total weight of 320 kg and to the scale of 1:5. Past the cordoned areas, the police and the military, our tank pushed relentlessly through to his huge counterparts, the real tanks and military equipment displayed at the Heroes Square. The magic of model making is to make things smaller. In intruding the military parade with our mini tank, we transfered much of this magic directly to the Independence Day's celebrations, drawing attention to the starting model makers fair. But more important: Guerilla advertising has never been taken so literally!! The previous visitor number record was increased by a further 4 % and the model makers fair enjoyed its best ever opening day.