AUGARTEN BURNS by Agency 4e7

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AUGARTEN BURNS

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Austria
Agency Agency 4e7
Creative Director Alexander Von Schönburg
Released December 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: NEUE WIENER PORZELLANMANUFAKTUR AUGARTEN
Product/Service: CHINA MANUFACTURER
Agency: AGENCY 4e7
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: AGENCY 4e7, AUSTRIA
Entry URL: http://www.augartenbrennt.at
Creative Director: Alexander Schönburg (Agency 4e7)
Account Director: FungWei Pai (Agency 4e7)
Copy: Alexander Predl
Copy: Daniel Irsigler
Film / Audio: Stefan Moerth
Film: Hutan Vahdani
Media placement: Viral Spot - 2 Spots - Youtube / Vimeo - 15.01.2010

Describe the brief/objective of the direct campaign.
Augarten Manufaktur is the second oldest china manufactory in Europe, a well-established 300-year-old traditional product. A sleeping beauty waiting for a long time for her wakeup call! AUGARTEN decided to support street artists in Austria by giving them a chance to express their art on something special: AUGARTEN porcelain. Interested artists were able to participate via an open contest platform on the web.

Explain why the creative execution was relevant to the product or service.
A Youtube video showing Netragua and some friends breaking into the Augarten Store spraying the interiors was banned three times and aroused a huge uproar in the Blogosphere and on Twitter. Later on, a HipHop video was posted showing NetRagua rap in front of some of austrias best Graffitis, unraveling the mystery by presenting the official web-address of the contest: www.augartenbrennt.at . At that point the seeding campaign started. After three weeks and an intensive online voting the TOP10 artworks were chosen for the finals. The jury finally chose three artists to immortalize their designs on AUGARTEN china.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To spread the idea of the contest, we used the Blogosphere and Social Media, mainly Facebook and Twitter. A Group called 'Paint the City' started posting interesting Street Art/Graffiti news and stories on Facebook. After a little while a user called NET RAGUA (Augarten spelled backwards) joined the group, announcing that he would spray a historical building in Vienna as a protest action, in order to make people aware of the street artists’ struggle for survival. Already in the first statements the controversy was set.

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 Facebook group 'Paint The City' generated more than 1.500 fans during the first two weeks alone. Youtube (without bans): 7.000+ views Vimeo: 2.000+ views. Without a classic PR effort, the story was covered by Austrian mainstream media: Kurier (newspaper) Die Presse (newspapers) ATV(TV) ORF news (TV) SUPERFLY (radio) FAQ, Horizont, Bestseller (magazines) and many more. More than 100 artworks were produced and 50 artists participated. The action was widely well received by both, the street art scene as well as by the mainstream art establishment.