WHAT IS THIS? by Wunderman Frankfurt for Alzheimer Forschung Initiative

WHAT IS THIS?

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Executive Creative Director Erik Backes
Released October 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: ALZHEIMER FORSCHUNG INITIATIVE
Product/Service: CHARITY
Agency: WUNDERMAN
Date of First Appearance: Oct 1 2010
Entrant Company: WUNDERMAN, Frankfurt , GERMANY
Executive Creative Director: Erik Backes (Wunderman)
Creative Supervisor: Peter Oertl (Wunderman)
Senior Art Director: Annette Pein (Wunderman)
Production: Christian Bette (Wunderman)
Junior Art Director: Anne Basting (Wunderman)
Junior Account Manager: Jens Knebel (Wunderman)
Media placement: Post-Its - Post-Its In DB Trains - 01.10.2010

Describe the brief/objective of the direct campaign.
An affordable yet efficient campaign about Alzheimer’s disease that gathers donations for Alzheimer Forschung Initiative.
Target-group: Public, no limitation.
Strategy: Instead of using billboards we focused on places where people have enough time to understand the message and react – and where we could create a relevant disruption.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The world explained by post-it stickers. Most obvious and simple things like “here you’ll find your letters“on the letterbox, “moves, when you push the button“in elevators or “that’s me“on mirrors are explained by stickers. A second post-it beneath the first one provides the solution – and asks for a donation.
Touchpoints: Letterboxes, railway-stations and trains.

Explain why the creative execution was relevant to the product or service.
If you’re not suffering from Alzheimer’s it’s nearly impossible to understand what the disease means: You’re no more able to do even the most simple activities. You forget meaning and function of the most common things. And at the end you’ll get lost completely of your identity.
The creative solution brings this to the point. Completely absurd on first sight it attracts curiosity – and leads to understanding.

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 outcome of this “no-budget“ campaign (all parties involved did it for free; a special thanks goes to the German Railway for letting us communicate in their stations and trains): 9,000 € donations.