ENTEGA TELESCOPE by Ogilvy & Mather Frankfurt for HEAG SÜDHESSISCHE ENERGIE

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ENTEGA TELESCOPE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Michael Koch
Creative Director Annette Rust
Art Director Ulrike Blum
Copywriter Kirsten Rollig
Released August 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: HEAG SÜDHESSISCHE ENERGIE
Product/Service: ECO-ENERGY UTILITIES
Agency: OGILVY FRANKFURT
Date of First Appearance: Aug 26 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Executive Creative Director: Michael Koch (Ogilvy Frankfurt)
Creative Director: Annette Rust (Ogilvy Frankfurt)
Copywriter: Kirsten Rollig (Ogilvy Frankfurt)
Art Director: Ulrike Blum (Ogilvy Frankfurt)
Media placement: Alternative Media - Rhein-Main Area - 26.08.2009

Describe the brief/objective of the direct campaign.
The Challenge: Climate change is in full swing. Time for action is running short. But so far, not enough people are getting active – the consequences still seem to be too far away. So it was our task to shake people up. And to get them to take a decision in favour of renewable energies by ENTEGA. After all, this is the most effective way in which each of us can protect the climate, sustainably.

Explain why the creative execution was relevant to the product or service.
Only when people get a relevant impression of the consequences of climate change on their own doorstep, can they imagine how important it is to get active. They can clearly see, that this issue does not only affect people living in Greenland but also here in the middle of Germany.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We took a shortcut to show the problems of climate change right at our very doorstep. We installed telescopes at popular tourist attractions like the Feldberg summit. But surprise: When you look into the telescope, you see the same vista as outside – but transformed into a barren region with dead forests. Even when you move the telescope, the movement is exactly simulated. Vision and reality practically merge into one. A horrible perspective. Due to the heterogeneous target audience, the aim had been to generate an addtional 5% of traffic in “ENTEGA point” shops and on the website.

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.
Visitor numbers in “ENTEGA point” shops and on the website increased by about 25% compared to the months before – a sensational result given the harsh competition in the energy market.