MAKE YOUR OWN ADVERT by Jung Von Matt/Alster Hamburg for Bild

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MAKE YOUR OWN ADVERT

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Industry Newspapers
Media Direct marketing
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Christian Fritsche, Jan Knauss
Art Director Axel Schilling, Tilman Gossner, Sabrina Patzek
Copywriter Torben Otten, Georg Baur, Felix Lemke
Released March 2009

Credits & Description

Category: Direct Response Digital: Other Digital Platforms to Harness Direct Marketing
Advertiser: BILD NEWSPAPER
Product/Service: NEWSPAPER
Agency: JUNG von MATT
Date of First Appearance: Mar 17 2009 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Entry URL: http://awards.jvm.com/alster/2010/cannes/make-your-own-advert/
Overall Advertising Manager of the publishing house BILD: Tanja Hackner (Axel Springer Verlag)
Advertising Manager BILD/BILD am Sonntag: Ingo Webecke (Axel Springer Verlag)
Chief Creative Officer: Armin Jochum (Jung von Matt/AG)
Chief Creative Officer: Deneke von Weltzien (Jung von Matt/AG)
Creative Director: Jan Knauss (Jung von Matt/AG)
Creative Director: Christian Fritsche (Jung von Matt/AG)
Art Director: Sabrina Patzek (Jung von Matt/AG)
Art Director: Tilman Gossner (Jung von Matt/AG)
Art Director: Axel Schilling (Jung von Matt/AG)
Copywriter: Torben Otten (Jung von Matt/AG)
Copywriter: Georg Baur (Jung von Matt/AG)
Copywriter: Felix Lemke (Jung von Matt/AG)
Communication Consultant: Julia Figur (Jung von Matt/AG)
Senior Project Management: Nina Krüger (Jung von Matt/AG)
Junior Project Management: Nora Feld (Jung von Matt/AG)
Junior Project Management: Ines Jurijczuk (Jung von Matt/AG)
Media placement: Print (Newspaper) - BILD - 17 February 2009
Media placement: Internet - BILD.de - 17 February 2009

Describe the brief/objective of the direct campaign.
We wanted to turn BILD from the most-hated newspaper in Germany to Germany’s most loved newspaper. Therefore we asked BILD readers to created adverts and films for BILD.

Explain why the creative execution was relevant to the product or service.
BILD is Europe‘s largest daily. But BILD has the typical problems of a tabloid: It‘s known as non-serious, loud and tendentious. And therefore BILD is also the most-hated medium in Germany. Asking these people to create an advertising campaign showed the whole power of the brand and turned readers into fans.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Situation: BILD is Europe‘s largest daily. But BILD has the typical problems of a tabloid: It‘s known as non- serious, loud and tendentious. And therefore BILD is also the most-hated medium in Germany. We wanted to change that. The Goal: To use the already existing identification of the readers with their favorite newspaper and increase the image of BILD through their personal dedication to it. The Solution Why not ask the people who seem to like BILD? Our 11.6 million readers make up what is presumably Germany’s biggest advertising agency. So we put the briefing at the newsstand. And asked the whole of Germany to create adverts and films for BILD.

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 wasn‘t just an advertising campaign. But a proof of love. A high-calibre jury chose the winning entries out of over 9,500 adverts, 387 videos and 478 other ideas. Not only were these broadcasted or placed on the in-house media, they also appealed to the other press. And besides the overwhelming public attention they have brought us a new insight: The most-hated medium in Germany can be the most-loved at the same time.