THE 12 CHAPTERS OF BALANCE by Ogilvy & Mather Frankfurt for Hmd-druck

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THE 12 CHAPTERS OF BALANCE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Michael Koch
Art Director Thomas Knopf
Copywriter Markus Toepper
Released September 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: HMD DRUCK & CO.
Product/Service: PRINTING PLANT
Agency: OGILVY FRANKFURT
Date of First Appearance: Sep 2 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Executive Creative Director: Michael Koch (Ogilvy Frankfurt)
Art Director: Thomas Knopf (Ogilvy Frankfurt)
Copywriter: Markus Toepper (Ogilvy Frankfurt)
Final Art Work: Uwe Rabitz (Ogilvy Frankfurt)
Production: Bianka Elbert (Ogilvy Frankfurt)
Illustration: Daniel Cojocaru (Jojacoma)
Illustration: Martin Popp (Jojacoma)
Media placement: Mailing - –––––––––––––––––– - 02.09.2009

Describe the brief/objective of the direct campaign.
During times of economic crisis, small printing plants like HMD are faced with particularly aggressive cut-throat competition, since potential customers have to look at the price even more closely than ever. In order to successfully define a sharp image in contrast to the competition which may be one step ahead in terms of price, HMD has decided to stress their qualitative strength and win new business in the premium segment.

Explain why the creative execution was relevant to the product or service.
The abbreviation “HMD” stands for Heinz und Marion Diefenbach. With their personal character, this couple have defined their own brand core of balanced premium quality. The two of them complement each other perfectly: He is more the intellectual type – "the head“ –, she is rather intuitive – "the heart“. The balance that characterizes their daily work is the central theme of “Head and Heart”.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent out "Head & Heart“, a book with grotesque illustrations that takes the recipients on a fantastic journey. In 12 chapters that are entitled with seemingly disparate pairs of terms like "Price & Performance", "Mass & Class" or "Meeting & Relationship", we tell the story of the necessary balance of values and objects. A balance that is just as important for life in general as it is in the customer relationship with HMD. And even the book itself can be balanced – thanks to a water level integrated into the book cover.

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.
138 of the 200 decision makers who received the book have relied on their heart (and their head) and called up HMD in order to make an appointment for a consultation meeting or an actual order . A few weeks after the mailing date, quite a few projects were already underway. Our oblique slipcase has definitely found its place on the recipients’ desks and will always look out from the spines of other books – as a permanent reminder for future projects.