THE NON-SMOKERS ART CALENDAR by Serviceplan Munich for AOK

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THE NON-SMOKERS ART CALENDAR

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Industry Insurance
Media Direct marketing, Case study
Market Germany
Agency Serviceplan Munich
Creative Director Mike Rogers
Art Director Wolfgang Nagel
Copywriter Christoph Bohlender Serviceplan
Released January 2012

Awards

One Show 2012
One Show Design Direct Mail / Single of Campaign Merit

Credits & Description

Category: Calendars
Advertiser: AOK HEALTH INSURANCE
Product/Service: HEALTH INSURANCE
Agency: SERVICEPLAN HEALTH & LIFE
Date of First Appearance: Jan 1 2011
Entrant Company: SERVICEPLAN HEALTH & LIFE , Munich , GERMANY
Creative Director: Mike Rogers (Serviceplan Health & Life)
Art Director: Wolfgang Nagel (Serviceplan Health & Life)
Copywriter: Christoph Bohlender (Serviceplan Health & Life)
Account Manager: Alissa Wistorf (Serviceplan Health & Life)
Media placement: calendar - Direct Mailing - 01.01.2011

Describe the brief from the client
Create a spectacular, high-quality calendar to promote the online non-smoking-program from AOK Health Insurance – www.ich-werde-nichtraucher.de

Describe the challenges and key objectives
The calendar will be sent to opinion leaders and influential people in the target-group and should motivate them to stop smoking.

Describe how you arrived at the final design
The art calendar was made from high quality paper, each month showing a black pair of smoker’s lungs. Using an innovative laser technology, the lungs have a filigree pattern cut out of them making the underlying pages also visible. With eachpassing month, as the pages are removed, the lungs become lighter and lighter until, in December, the lungs are almost clear. Our message: a year without cigarettes and your lungs can breathe again.

Give some indication of how successful the outcome was in the market
Overwhelming feedback from the target group! Some of the people stopped smoking immediately.