THE IMMORAL BUSINESS MODEL by Publicis Hamburg for HP

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THE IMMORAL BUSINESS MODEL

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Industry Business equipment & services
Media Direct marketing, Case study
Market Germany
Agency Publicis Hamburg
Creative Director Frank Dovidat
Art Director Benjamin Mathies
Copywriter Christian Pabst
Account Supervisor Matthias Peters
Released November 2009

Credits & Description

Category: Business Products & Services
Advertiser: HEWLETT-PACKARD
Product/Service: HP INDIGO
Agency: PUBLICIS HAMBURG
Date of First Appearance: Nov 23 2009 12:00AM
Entrant Company: PUBLICIS HAMBURG, GERMANY
Entry URL: http://www.praktikanten-leasing24.de
Creative Director: Frank Dovidat (Publicis Hamburg)
Art Director: Benjamin Mathies (Publicis Hamburg)
Copywriter: Christian Pabst (Publicis Hamburg)
Account Supervisor: Matthias Peters (Publicis Hamburg)
Head of Production: Martin Roßmeißl (Publicis Hamburg)
Media placement: Print Mailing - Send To Communication Agencies - 23.11.2009
Media placement: Advertorial / Print Ad - ONEtoONE, Value Journal - 28.12.2009
Media placement: Online Banner - Value Journal - 29.03.2010
Describe the brief/objective of the direct campaign.
HP Indigo is the optimal solution for individualising mailings and other printed material, since it delivers offset-quality digital printing at a reasonable price. Communications and production agencies should be enthusiastic about it – and request further information about the Indigo.
Explain why the creative execution was relevant to the product or service.
To attract interest within the target group for a more or less low-interest-product we have chosen a taboo subject: the exploitation of poorly paid placement students in agencies! If you visit praktikanten-leasing24.de in order to obtain a picture of the questionable offer for yourself, you’re likely to have the surprise of your life. Inexpensive individualisation without a guilty conscience? It is possible. With HP Indigo printers. The true sender of the mailing. On our microsite the visitor learns that the Indigo offers off-set-quality digital printing. And moreover can do all that which, according to praktikanten-leasing24.de, is only possible by hand.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Rather than a conventional price campaign we brought a new service to the market, which the agencies with their guilty consciences grabbed at: praktikanten-leasing24.de (workstudents-leasing24.de). The putative business idea behind it: praktikanten-leasing24.de individualises all mailings and similar deliveries quickly and cost-effectively using poorly paid placement students working by hand. This service was promoted via a mailing, individualised by placement students, to 500 communications specialists and an advertisement (advertorial) in various interactive marketing trade journals.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Already during the first week after sending out the mailing, 37 % of the recipients visited praktikanten-leasing24.de’s web page (unique visitors). This figure results from the mailing only. The additional communication activities like print ad and online banner were launched a bit later to achieve another push.