THE ABSOLUTE PITCH by Ogilvy & Mather Berlin for HMTM Hannover

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THE ABSOLUTE PITCH

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Industry Cinemas, Theatres & Concert Halls
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Berlin
Executive Creative Director Matthias Storath
Copywriter Manuel Rentz
Producer Stefan Moritz
Released January 2012

Credits & Description

Category: Corporate Image & Information
Advertiser: HMTM HANNOVER
Product/Service: ACADEMY OF MUSIC, THEATRE AND MEDIA
Agency: OGILVY GERMANY
Chief Creative Officer: Dr Stephan Vogel (Ogilvy Germany)
Executive Creative Director: Matthias Storath (Ogilvy Germany)
Copywriter: Manuel Rentz (Ogilvy Germany)
Account Management: Michael Fucks (Ogilvy Germany)
Account Management: Sophie Gudat (Ogilvy Germany)
Audio Production: Audio Production (Studio Funk Berlin)
Sound: Andy Schlegel (Studio Funk Berlin)
Producer: Stefan Moritz (Studio Funk Berlin)
Advertiser's Supervisor: Melanie Bertram (HMTM Hannover)
Media placement: Radio Commercial - Hitradio Antenne Niedersachsen, Radio 21, Radio Ffn - 31. January 2012

Describe the brief/objective of the direct campaign.
Development of a radio commercial for the Hannover Academy of Music, Theatre and Media, that aims at a very specific target group: young people with absolute pitch.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
People with absolute pitch can identify every tone on the musical scale without any device.
They can hear the tones/letters C, D, E, F, G and H (German scale). With these tones/letters, you can encode words that can only be identified by people with absolute pitch.

Explain why the creative execution was relevant to the product or service.
To make sure that only the most talented young musicians apply for courses at the Academy, we developed an easy and effective barrier: we encoded the contact mail address CHEF@hmtm-hannover.de (German 'Chef' means 'boss') using tones. By doing so, our radio commercial becomes the first round of the qualifying examination.

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.
The commercial resulted in 50 high-quality applications thereby exceeding the target set by a factor of almost 3. The total number of applications received was higher than the number of places on the course.