STUDYING IN THE FAR EAST by Scholz & Friends Berlin for HOCHSCHULINITIATIVE NEUE BUNDESLAENDER

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STUDYING IN THE FAR EAST

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency Scholz & Friends Berlin
Director Zoran Bihac
Executive Creative Director Martin Pross
Creative Director Mirko Derpmann, Robert Krause, Phillip Woehler
Art Director Marielle Heiss
Released April 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: HOCHSCHULINITIATIVE NEUE BUNDESLAENDER
Product/Service: HIGHER EDUCATION RECRUITMENT
Agency: SCHOLZ & FRIENDS
Date of First Appearance: Apr 2 2009 12:00AM
Entrant Company: SCHOLZ & FRIENDS , Berlin, GERMANY
Entry URL: http://www.avocada.de/2010/en/Study-in-the-Far-East
Executive Creative Director: Martin Pross (Scholz & Friends)
Chief Creative Officer: Matthias Spaetgens (Scholz & Friends)
Managing Director: Stefan Wegner (Scholz & Friends)
Creative Director: Robert Krause (Scholz & Friends)
Creative Director: Phillip Woehler (Scholz & Friends)
Creative Director: Mirko Derpmann (Scholz & Friends)
Head of Client Service: Dr. Christoph Biggeleben (Scholz & Friends)
Account Manager: Alexander Wittner (Scholz & Friends)
Account Manager: Eugen Esau (Scholz & Friends)
Account Manager: Anna Fishman (Scholz & Friends)
Account Manager: Lisa Marit Otte (Scholz & Friends)
Head of Project: Hans Selge (Scholz & Friends)
Agency Producer: Nele Juergens (Scholz & Friends)
Art Buyer: Dominique Steiner (Scholz & Friends)
Advertiser's Supervisor: Dr. Gerhard Wuenscher (Hochschulinitiative Neue Bundeslaender)
Director: Zoran Bihac (Sterntag)
Art Director: Marielle Heiss (Scholz & Friends)
Consultant: Janine Artist (Scholz & Friends)
Consultant: Bettina Reuhl (Scholz & Friends)
Consultant: Grit von Eisenhart Rothe (Scholz & Friends)
Media placement: Viral Trailer Film - Internet (SCHUELERVZ) - 02/04/2009
Media placement: Schuelervz Profile Page With Study-Search-Engine - Internet (SCHUELERVZ) - 02/04/2009
Media placement: Campaign Blog Studieren-In-Fernost.de - Http://www.Studieren-In-Fernost.de - 02/04/2009
Media placement: University Portrait Films - Internet - 02/04/2009
Media placement: http://www.hochschulinitiative.de - Internet - 02/04/2009

Describe the brief/objective of the direct campaign.
20 years after the wall came down there was still a wall in the heads of young people in Western Germany. At least when it came to studying at the universities in the East. For young people in the West the East felt boring, grey, lifeless ... and most of all far away. The campaign aimed at abolishing their prejudices by giving them a totally surprising twist, having its point of culmination in the campaign claim: Study in the far east!

Explain why the creative execution was relevant to the product or service.
At their SCHUELERVZ-Profile Gang & Dong surprised the target audience with an innovative dialogue tool: The interactive Study-Search Engine. After going through 9 questions, users could find the right university for themselves ... and were automatically led to the profile page of that school. The campaign with its colorful, anarchic visual tone of voice, its insightful media (using Germany's most popular social media platform for pupils) and most of all its dialogue-based mechanism, succeeded in changing the picture of East German universities in the mind of the kids from the West, taking them by surprise and breaking with the rules of boring one-way governmental communication in Germany.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Due to our limited media budget of only 350.000 Euro we had to tailor the campaign to the target group (kids from West Germany). To start the dialogue with West German pupils we used the internet and no.1 social media platform for pupils in Germany SCHUELERVZ. Two Asian reporters named Gang and Dong brought the FAR EAST closer to the West. A viral trailer got the whole thing started and led to Gang & Dong’s SCHUELERVZ-profile. The campaign was completed by Gang & Dongs portrait films of different schools, mixing entertainment with information and the campaign blog (studieren-in-fernost.de).

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.
1 109,316 people used the Study-Search Engine and the viral films generated 183.727 views (entry date: March 2010). The campaign reached an Advertising Value Equivalence (AVE) of 807.691 Euro in the period of 01 April until 31 December 2009. Forecasts had predicted a 12% decline in first-year student registration in East Germany for 09 compared to the previous year. The campaign did not only help to prevent the decline, but even increased student registration by almost 3%. The “Technische Universität Cottbus” and the “Fachhochschule Nordhausen” for example, saw an increase in first year student registrations of 30% and 35%, respectively.