Jwt Design & Branding BURNING FOR BUSINESS by J. Walter Thompson Frankfurt

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BURNING FOR BUSINESS

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Germany
Agency J. Walter Thompson Frankfurt
Art Director Regina Groffy
Copywriter Victor Barrenechea
Designer Ainara Del Valle Perez-Solero
Released December 2011

Credits & Description

Category: Self Promotion
Advertiser: JWT GROUP GERMANY
Product/Service: JWT GROUP GERMANY
Agency: JWT GROUP GERMANY
Chief Creative Officer: Till Hohmann (JWT Group Germany)
Chief Executive Officer: Martin Wider (JWT Group Germany)
Head Of Art: Paul Watmough (JWT Group Germany)
Creative Technologist: Nick Marshall (JWT Group Germany)
Art Director: Regina Groffy (JWT Group Germany)
Designer/Typographer: Juarez Rodrigues (JWT Group Germany)
Designer: Ainara Del Valle Perez-Solero (JWT Group Germany)
Concept: Michael Muck (JWT Group Germany)
Copywriter: Victor Barrenechea (JWT Group Germany)
Digital Designer: Lars Kopp (JWT Frankfurt)
Production Manager: Martin Berger (Transmission Advertising Services Germany)
Finalizer: Sandra Schreier (Transmission Advertising Services Germany)
Retoucher: Marco Perdigones (Transmission Advertising Services Germany)
Video Editor: Albert Volta (Transmission Advertising Services Germany)
Video Dop: Lennart Eggers (Transmission Advertising Services Germany)
Bronze Founder: Michael Wittkamp (Bildgiesserei Wittkamp)
Printing/Assembly: Thilo Westphal (Contrast-Druck)
Media placement: Direct Mail to VIP audience; website; documentary film - Mailing + www.jwt-brennt.de - 1 March 2012

Describe the brief from the client
Reach German FMCG sales and distribution marketing heads and get JWT Germany into the relevant set for shopper marketing projects. Focus on big spenders (50-100 contacts).

Describe the challenges and key objectives
The market dynamics needed to be kept in mind. Germany is dominated by national independent agencies that only recently started to identify ‘shopper marketing’ as the ‘big thing‘. These agencies get more ‘airtime’ and are seen as more creative than networks. However their understanding of the retail world is low.
To clarify, JWT Germany has been doing retail communication for prime brands for ages, is more creative than you think, and understands sales oriented marketers best. And create real interaction with a very small VIP audience – hence a direct channel via microsite and response-email were key.

Describe how you arrived at the final design
We melted the Cannes Lion and the Effie we had just won and turned them into 100 JWT Germany shopping-cart coins. These became centrepieces of a VIP mailing that interweaves our extensive shopper marketing knowledge and the making of the coin. The visual language is all about the melting. For more drama and interaction, a site with a documentary video was set up. The coin symbolizes: which we know that in real marketing sales count more than awards. Tonality, design and the drama of melting awards were sure to create attention, interest and impress the audience: finally, an agency gets it.

Give some indication of how successful the outcome was in the market
It’s a highly targeted campaign: there are only so many FMCG sales and distribution marketing heads with relevant budgets and without conflict of interest. We made 100 coins. In the first run, we sent out 50. (The other half is kept for a second run later this year on a case-by-case decision). We received 70% positive response – measured via calls and mails. Meaning: we are on the relevant list. In addition, we have been invited to 6 credential presentations and 4 first projects. However, we consider the results not final. The type of decision we want takes time.