THE EDIBLE CHEAT SHEET by Ogilvy & Mather Vienna for PUPIL'S HELP

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THE EDIBLE CHEAT SHEET

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Industry Colleges, Universities & Education Centers
Media Design & Branding
Market Austria
Agency Ogilvy & Mather Vienna
Executive Creative Director Gerd Schulte-Doeinghaus
Art Director Renate Stoica
Copywriter Christoph Reicher, Helge Haberzettl, Sarah Krobath
Released May 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: PUPIL'S HELP
Product/Service: SCHOOL TUITION SERVICE
Agency: OGILVY & MATHER VIENNA
Date of First Appearance: May 24 2010
Entrant Company: OGILVY & MATHER VIENNA, AUSTRIA
Entry URL: http://www.schuelerhilfe.at
Executive Creative Director: Gerd Schulte-Doeinghaus (Ogilvy and Mather Vienna)
Copywriter: Helge Haberzettl (Ogilvy and Mather Vienna)
Art Director: Renate Stoica (Ogilvy and Mather Vienna)
Copywriter: Sarah Krobath (Ogilvy and Mather Vienna)
Junior Art Director: Heinz Ploder (Ogilvy and Mather Vienna)
Copywriter: Christoph Reicher (Ogilvy and Mather Vienna)
Graphic Designer: Klaus Seethaler (Ogilvy and Mather Vienna)
Graphic Designer: Natalia Satzinger (Ogilvy and Mather Vienna)
Media placement: Flyers - Schools across Vienna - 24.05.2010

Describe the brief from the client
Pupil’s Help (Schülerhilfe), Austria’s largest extra school tuition service, asked us to design a flyer to be distributed within schools.

Describe the challenges and key objectives
How can we design a flyer that it is not immediately thrown away and that simultaneously anchors Pupil’s Help (Schülerhilfe) as being Austria’s largest extra school tuition service?

Describe how you arrived at the final design
In order to clearly illustrate what Pupil’s Help (Schülerhilfe) offers, we produced flyers that were covered in relevant mathematic and science information and could be used as instant cheat sheets. However, the best thing was that the flyers were edible and so none landed in the bin – as flyers usually do. In the worst case, they landed in someone’s stomach.

Give some indication of how successful the outcome was in the market
All of the 6,000 cheat sheets had been distributed after only 2 days, and a noticeable increase in internet visitors was registered within a month of the action having taken place. The direct and quantitative effect on the basis of extra tuition bookings can, however, only be verified in the summer term.