A GUIDING THREAD FOR A BETTER PRESENTATION by Ogilvy & Mather Duesseldorf for Abtei

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A GUIDING THREAD FOR A BETTER PRESENTATION

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Industry Health & Pharmaceutical Products
Media Design & Branding
Market Germany
Agency Ogilvy & Mather Duesseldorf
Executive Creative Director Volker Kuwertz, Thomas Schwarz
Creative Director Andreas Steinkemper
Copywriter Kajo Titus Strauch, Michael Walmsley
Released March 2012

Credits & Description

Category: Advertising Typography
Advertiser: GLAXOSMITHKLINE CONSUMER HEALTHCARE
Product/Service: ABTEI GINGKO PLUS
Agency: OGILVY GERMANY
Executive Creative Director: Thomas Schwarz (Ogilvy Germany)
Executive Creative Director: Volker Kuwertz (Ogilvy Germany)
Creative Director: Andreas Steinkemper (Ogilvy Germany)
Art Direction: Paul Kuna (Ogilvy Germany)
Art Direction: Katja Brunner (Ogilvy Germany)
Junior Art Direction: Rouven Maccario (Ogilvy Germany)
Copywriter: Kajo Strauch (Ogilvy Germany)
Copywriter: Michael Walmsley (Ogilvy Germany)
Account Direction: Bernd Boehnke (Ogilvy Germany)
Art Buying: Carol Redfield (Ogilvy Germany)
Agency Producer: Markus Jaeger (Redworks)
Embroiderer: Eleonore Bappert
Bookbinding Shop: Buchbinderei Mergemeier
Media placement: Promotion - Bulletin Board University - 05.03.2012

Describe the brief from the client
The brief from the client was to raise awareness among students of the performance-enhancing effect of Abtei Ginkgo Plus.

Describe the challenges and key objectives
Students are very busy and confronted with so much information in their everyday studies. To break through this information clutter, we went to them on campuses leaving behind our eye-catching guide on bulletin boards in a way that they could easily see it and thumb through it at their leisure.

Describe how you arrived at the final design
In order to reach students, we decided there was no better solution than to take our message to where they are—in gathering places at universities. We took the idea of the ’Red Thread’ and made it come to life in this fun guide which touches on the most important points to consider when giving a presentation.

The copy and images play with, and off, one another and a single red thread stitches its way through the entire guide. The paper—Tyvek—is very much like fabric itself and is held together with a special Japanese binding.

Give some indication of how successful the outcome was in the market
The client was able to expand its sales among a much under-represented target group. Overall, the promotion increased brand awareness by 27% in the key target group. There was also a local increase in first-time purchases by 14% during the promotion.