ATTENTION DRIVING-SCHOOL! by Wunderman Frankfurt for FAHRSCHULE HEINZE

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ATTENTION DRIVING-SCHOOL!

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Industry Sports and Health Clubs, Gyms, Driving Schools
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Executive Creative Director Erik Backes
Copywriter Bettina Laux
Released October 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: FAHRSCHULE HEINZE
Product/Service: DRIVING SCHOOL
Agency: WUNDERMAN
Date of First Appearance: Nov 1 2010
Entrant Company: WUNDERMAN, Frankfurt , GERMANY
Entry URL: http://www.nur-so-zum-schein.de
Executive Creative Director: Erik Backes (Wunderman)
Senior Art Director: Joern Schaefer (Wunderman)
Senior Copywriter: Jens Eichhorn (Wunderman)
Account Manager: Rene Michalak (Wunderman)
Copywriter: Bettina Laux (Wunderman)
Production: Christian Bette (Wunderman)
Programming: Özgür Alayrak (Wunderman)
Trainee: Alexander Neusinger (Wunderman)
Media placement: Decal on steering-wheel - Decal on steering-wheel - 01.11.2010
Media placement: Flyer - Flyer - 01.11.2010

Describe the brief/objective of the direct campaign.
Generate more applications for the driving-school.
Background: Driving-schools are important only once in a lifetime and then never again, in the ages between 16 and 18 years, when you want to acquire a driving licence. The decision for a particular driving-school is influenced by local accessibility and by experiences/recommendations of parents, maybe friends.
Strategy: The German driving-school “Heinze“ decided to go a very different way to break out of this communication-circuit by communicating where the target-group goes for having fun.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Driving lessons in bumper cars.
At the yearly funfair half of the bumper-cars were declared as “driving-school cars“. With three communication targets:
-Communicate directly to the target group age 16-18.
-Generate more attention.
-Generate applications by also using classical triggers like a special offer and a sweepstake.

Explain why the creative execution was relevant to the product or service.
1. Local funfairs as advertising touch points at least in Germany has never been practiced before.
2. You’re in the middle of your target-group 16-18 and close to the theme “driving”.
3. Talk-about and attention: Especially younger people came to watch, laugh – and try.

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.
Costs in total were below 3,000 €, but generated an additional turnover of about 50,000 € (39 applications, average fee for a driving licence in Germany is 1,500 € and more).