Jwt Design & Branding QR-CRYSTAL CHRISTMAS MAILING by J. Walter Thompson Frankfurt

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Germany
Agency J. Walter Thompson Frankfurt
Art Director Björn Von Buchholtz, Rhea Hanges, Regina Groffy
Copywriter Michael Muck
Designer Tomas Piedade
Released December 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Product/Service: JWT GROUP GERMANY
Chief Creative Officer: Till Hohmann (JWT Group Germany)
Art Director: Björn Von Buchholtz (JWT Group Germany)
Art Director: Regina Groffy (JWT Group Germany)
Art Director: Rhea Hanges (JWT Group Germany)
Copywriter: Michael Muck (JWT Group Germany)
Designer: Tomas Piedade (JWT Group Germany)
Executive Producer: Martin Berger (Transmission Advertising Services Germany)
Digital Producer: Nick Marshall (JWT Group Germany)
Singer: Tom Davis (JWT Group Germany)
Singer: Fabiano Oliveira (JWT Group Germany)
Dancer: Marvin The (JWT Group Germany)
Singer: Kurt Beren Geiger (JWT Group Germany)
Singer: Fanny Brisegard (JWT Group Germany)
Singer: Dany Yang (RMG Connect Germany)
Media placement: Direct Mail campaign (5x100 cards; webvideos; YouTube channel) - Agency You Tube channel for webvideos - 10th December 2011

Describe the brief from the client
Underline the new structure and setup of the agency as well as its more advanced digital, design and dialogue capabilities. Reach existing clients and contacts. Combine this with the Christmas greetings.

Describe the challenges and key objectives
There was a lot of news to consider. In 2011, many new international team members were brought on board in Germany to make it the most international agency; dialogue and digital experts joined; design abilities were beefed up. It was essential to let the existing clients know about it all. But how do you fit all of this in a Christmas card?

Describe how you arrived at the final design
A typical Christmas design was re-invented and became a trigger for this campaign: the QR-crystal. A snow crystal – but a special one: the fractal structure is made solely of the QR Code elements. We made 15 and used 5 of them for our Christmas cards. Each of the 5 crystals triggers a different video of international team members reciting Christmas songs and poems. The videos link to YouTube. While the QR-crystals convey design abilities, the entire experience underlines digital expertise and the content communicates the international setup of the team.

Give some indication of how successful the outcome was in the market
We sent 100 cards of each of the 5 codes (500 cards in total). Measured via click-through and opening rates of the 5 videos the response rate is an amazing 73%. In addition, 17% direct response via calls and mails were registered between mid-December and mid-January. The existing customer base thus can be regarded as having been reached and informed.