Hinz & Kunzt DM CARDBOARD GUERILLA CAMPAIGN by J. Walter Thompson Frankfurt

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency J. Walter Thompson Frankfurt
Client Service Director Dirk Haase
Photographer Philipp Rathmer Photography
Illustrator Isabelle Göntgen
Released February 2011

Credits & Description

Category: Best Low Budget Campaign
Advertiser: HINZ & KUNZT
Date of First Appearance: Feb 3 2011
Entrant Company: JWT GERMANY, Hamburg, GERMANY
Entry URL: http://www.tuwasdagegen.de
Concept / Copy: Michael Muck (JWT)
Concept / Art Direction: Petra Sievers (JWT)
Illustrator: Isabelle Göntgen (Isabelle Illustration)
Chief Creative Officer / Creative Director: Till Hohmann (JWT)
Client Service Director: Dirk Haase (JWT)
Project Manager: Cornelia Fleig (JWT)
Art Direction: Regina Groffy (JWT)
Graphic Design: Ainara del Valle Perez-Solero (JWT)
Creative Director / Managing Director: Cedric Ebener (CE+Co)
Project Manager: Annika Jungclaus (CE+Co)
Project Manager: Kim Sattler (CE+Co)
Creative Producer: Benjamin Nadjib (CE+Co)
Camera / Editing: Kathi Lokocz (Stierhochvier)
Photographer: Philipp Rathmer (Philipp Rathmer Photography)
TV Producer: Georg Hofer von Lobenstein (CFS Krug)
Finalizer: Claudia Klein (Transmission Advertising Services)
Producer / Managing Director: Jörg von Malottky (Produktionsbüro Romey von Malottky)
Project Manager Media: Doris Kreidel (Jost von Brandis Service-Agentur)
Social Media Manager: Romy Mlinzk (JWT)
Digital Producer / Managing Director: Dan Nommensen (Danhills Agentur für digitale Kommunikation & Design)
Media placement: 400 Guerilla Posters - Directly On Vacant Houses In Hamburg - 03 February 2011
Media placement: 60 Floorboards - In Main Shopping Areas - 07 February 2011
Media placement: 1 Giant 300m2 Floorposter - On Main City Square - 17 February 2011
Media placement: 1000 Standard Poster Sites - Standard Sites - 10 February 2011
Media placement: Facebook & Webpage Specials - Web / Facebook Group - 03 February 2011
Media placement: PR Materials - Press Conference - 03 February 2011
Media placement: 10.000 Solidarity Buttons - Street Promotion - 07 February 2011

Describe the brief/objective of the direct campaign.
Hinz&Kunzt street magazine had identified a big problem: In rich Hamburg, Germany, thousands of people are homeless and even more people cannot afford rents anymore, while at the same time over 1.4 million square meters of flats and offices are left vacant on purpose. As city hall elections were coming up, this important topic and unbelievable imbalance needed to be made public in order to influence voting behaviour. The audience: 1.2 million residents of Hamburg eligible to vote. As there was basically no budget, the campaign needed to create a lot of media attention and general goodwill.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A guerrilla campaign was launched in order to directly mark hundreds of vacant buildings. With cardboard posters showing hand cut portraits of homeless and their infuriated messages. In addition hand cut floor posters (including a 300 m2 version) were placed in shopping areas to maximize reach and create media buzz. Standard sites were used to comment on the elections going on - again in our cardboard look. All materials included a call to action: vote against homelessness, discuss online, and participate in our survey. In short: non-traditional media and unconventional design were used to stand out between all the typical political campaigns.

Explain why the creative execution was relevant to the product or service.
Cardboard is the cliché material of homelessness. Using this material makes sense and is cheap. The special design of hand cut portraits made the campaign stand out: These faces gave the messages punch and made the problem personal. Also: they stood in stark contrast to the colourful election posters of the political parties. Look, feel, and content added up and made a striking campaign. But the guerrilla placement on vacant homes, the stunts in shopping areas and the political approach are what created the media attention and direct engagement that was needed - at lowest budget!

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.
Prior to launch, the design idea, the topic and content of the campaign helped to win more than 20 companies to contribute work and materials (printing, media space, etc). This was key in order to be able to produce a campaign that really reaches the whole city. Only 19.000EUR invested created an advertising value of nearly 300.000EUR – which equates to 22 million contacts in Hamburg! Over 3.000 campaign postings online, close to 1.000 active participants, more than 10 TV editorials and countless articles followed. In the end, the ruling conservative party lost and a new, more social mayor won!