THE STENCIL PROMOTION by Scholz & Friends Berlin for Axel Springer

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THE STENCIL PROMOTION

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Industry Newspapers
Media Direct marketing, Promo & PR
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Mathias Rebmann, Florian Schwalme
Art Director Johannes Stoll, Sebastian Haus
Copywriter Felix Heine
Released January 2011

Credits & Description

Brand: Welt Kompakt
Media: DM
Media: Media
Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: DIE WELT/WELT KOMPAKT, AXEL SPRINGER
Product/Service: DAILY NEWSPAPER
Agency: SCHOLZ & FRIENDS BERLIN
Date of First Appearance: Jan 16 2011
Entrant Company: SCHOLZ & FRIENDS BERLIN, GERMANY
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Mathias Rebmann (Scholz & Friends)
Creative Director: Florian Schwalme (Scholz & Friends)
Art Director: Sebastian Haus (Scholz & Friends)
Art Director: Johannes Stoll (Scholz & Friends)
Copywriter: Felix Heine (Scholz & Friends)
Account Manager: Uli Schuppach (Scholz & Friends)
Media placement: Promotion - newspaper holders in cafés - 16.01.2011
Describe the objective of the promotion.
The challenge was to convince the readers of conventional newspapers of the qualities of the Welt Kompakt. We were to develop a surprising idea highlighting the daily newspaper’s major benefit: getting complex news stories precise and condensed.
Describe how the promotion developed from concept to implementation.
We used a stencil that we placed on top of newspapers inserted into newspaper holders found in cafés. To reduce the content of the day’s leading article to a concise headline – short and different, exactly like the Welt Kompakt itself. The stencil’s cut-outs were arranged in order to expose only selected words of the original article below and summing it up in a few essential words.
Explain why the method of promotion was most relevant to the product or service.
The stencil-promotion in cafés shows readers of conventional newspapers the quality of the Welt Kompakt as clearly as possible: it reduces complicated contents to the essence of news – like the Welt Kompakt itself.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Because the promotion only started in early 2011, verifiable results can be expected in the second half of the year.