Edding: Edding Digital Highlighter by Kempertrautmann Hamburg for Edding

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Edding: Edding Digital Highlighter

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Industry Stationery
Media Direct marketing
Market Germany
Agency Kempertrautmann Hamburg
Creative Director Stefan Walz
Art Director Bastian Adam
Copywriter Heiko Freyland
Production Matthias Muck
Released June 2011

Awards

Cannes Lions 2011
Direct Lions Direct Response Digital: Other Digital Platforms Bronze

Credits & Description

Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: Other Digital Platforms
Title: EDDING DIGITAL HIGHLIGHTER
Advertiser/Client: EDDING INTERNATIONAL
Product/Service: STATIONARY
Entrant Company: KEMPERTRAUTMANN Hamburg, GERMANY
DM/Advertising Agency: KEMPERTRAUTMANN Hamburg, GERMANY
Creative Director: Heiko Freyland
Creative Director: Stefan Walz
Art Director: Bastian Adam
Account Director: Dorothea Feurer
Account Manager: Elisabeth Einhaus
Account Manager: Niklas Kruchten
Interactive Producer: Larissa Hube
Production: Matthias Muck
Programming: Christian Pappas
Programming: Andreas Seebald
Technical Installation: Sebastian Maus
Head of Technical Installation: Tobias Kirchhofer
Copywriter: Heiko Freyland
Describe the brief from the client:
Edding markers can be used virtually anywhere. Except online.
How can we make edding a major brand in the Internet too?
Creative Execution:
Creating a digital highlighter was relevant to edding because it thereby expanded the brand’s portfolio to the digital world.
Describe the creative solution to the brief/objective.
The first digital highlighter of its kind allows users to highlight texts online, share them via social media sites and email or save them as PDF files. The online articles and PDF files are linked to an edding microsite, where the highlighter can be added to the bookmarks tool bar. This bookmark let solution allows the digital highlighter to work on any website with text, regardless of which browser is being used.
Describe the results in as much detail as possible.
The flash banners generated a 2.7% click rate. 81% of users added the digital highlighter to their tool bar. The number of visitors to the edding homepage increased by 12% during the campaign as a result of our digital highlighter microsite.