Edding DM WALL OF FAME by Kempertrautmann Hamburg

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WALL OF FAME

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Industry Stationery
Media Direct marketing
Market Germany
Agency Kempertrautmann Hamburg
Art Director Florian Schimmer
Copywriter Samuel Weiß, Michael Götz Leagas Delaney Hamburg Gmbh
Released January 2011

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: EDDING INTERNATIONAL
Product/Service: STATIONARY
Agency: KEMPERTRAUTMANN
Date of First Appearance: Jan 29 2011
Entrant Company: KEMPERTRAUTMANN, Hamburg, GERMANY
Entry URL: http://www.wall-of-fame.com
Creative Direction / Art Direction: Simon Jasper Philipp (kempertrautmann)
Creative Direction / Copywriter: Christoph Gähwiler (kempertrautmann)
Creative Direction/Art Direction: Stefan Walz
Creative Direction: Gerrit Zinke (kempertrautmann)
Creative Direction: Christian Fritsche (kempertrautmann)
Account Manager: Niklas Kruchten (kempertrautmann)
Account Manager: Elisabeth Einhaus (kempertrautmann)
Account Manager: Andrea Bison (kempertrautmannn)
Account Manager: Dorothea Feurer
Motion Graphics and 3D/Production/Programming/Technical Installation/Technical Conception: (demodern | digital design studio)
Graphic Designer: David Scherer (kempertrautmann)
Graphic Designer: Tobias Lehment (kempertrautmann)
Post Production: (flavouredgreen / PX Group GmbH)
Photography: Sarah Illenberger
Audio Production: (Supreme Music Gbr)
Visual and Special Effects/Computer Animation/Motion Graphics and 3D/Post Production: (Liga_01 Computerfilm)
Copywriter: Michael Götz (kempertrautmann)
Copywriter: Samuel Weiß (kempertrautmann)
Art Director: Florian Schimmer (kempertrautmann)
Photography: (Nordstern Studio)
Art Buying: Susi Kastner-Linke (kempertrautmann)
Art Buying: Lina Eggers (kempertrautmann)
Media placement: Online - Www.wall-Of-Fame.com - 29.01.2011

Describe the brief/objective of the direct campaign.
On the occasion of the company’s 50th anniversary, pen manufacturer edding sought out a dialogue with its original target group – creative types and illustrators – which had been slightly neglected in recent years due to diversification. The challenge was to reach them online in a creative, entertaining and non-commercial way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The edding Wall of Fame is an interactive live drawing board that features eight pens with which you can draw and illustrate together in real time. But there really are only eight pens, so the first person to pick one up gets to go first. Anyone arriving later can watch, discover and share. As you would expect from edding, the pens are permanent. This created an environment that invited people to engage in direct dialogue with edding – using the brand’s own products! After a while, people started writing messages to edding on the wall – to which the company responded.

We informed selected illustrators (multiplicators from our target group) about the launch of the Webspecial with an e-mail. This was followed by the launch of the Facebook App which helped spread the Wall further. However, the Wall very early became its own (and innovative) dialogue platform. Now we communicate via the Wall and Facebook – and users respond just there.

Explain why the creative execution was relevant to the product or service.
Since 1960, edding has helped people to be creative – to use their pens to draw, write, illustrate and more. The edding Wall of Fame facilitates a dialogue with the brand in a meaningful way – freely, individually and creatively – using edding products themselves. The pens are presented as realistically as possible. As you would expect from edding, they are permanent with no “Undo” function, meaning all messages to edding stay just as they are – until someone draws over them, that is.

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.
Over 40,000 people from over 100 countries immortalised themselves in the first month alone, many of whom did so with a direct message for edding – to which the company responded. When canvas space was running out, users requested an expansion of the wall both via the wall and via the Facebook page and edding expanded it. Users’ requests, criticisms and new ideas for the wall were recorded – including, for example, the request for a white edding – which we then went on to develop. And the dialogue continues – even as we speak.