JAIL CAKE MAILING by Scholz & Friends Berlin for JUGENDSTRAFANSTALT

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JAIL CAKE MAILING

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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Oliver Handlos, Mathias Rebmann, Florian Schwalme
Art Director Johannes Stoll
Copywriter Felix Heine
Photographer Ludwig Kannicht
Released March 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: JUGENDSTRAFANSTALT
Product/Service: PUBLIC SERVICE
Agency: SCHOLZ & FRIENDS BERLIN
Date of First Appearance: Mar 15 2010
Entrant Company: SCHOLZ & FRIENDS BERLIN, GERMANY
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Mathias Rebmann (Scholz & Friends)
Creative Director: Florian Schwalme (Scholz & Friends)
Creative Director: Oliver Handlos (Scholz & Friends)
Art Director: Johannes Stoll (Scholz & Friends)
Copywriter: Felix Heine (Scholz & Friends)
Account Manager: Susanne Kieck (Scholz & Friends)
Art Buying: Kirsten Rendtel (Scholz & Friends)
Cutter: Daniel Klessig (Scholz & Friends)
Graphics: Sebastian Haus (Scholz & Friends)
Photographer: Ludwig Kannicht
Media placement: Direct Mailing (Cake) - Mailing In Juvenile Prison In Berlin - 15.03.2010

Describe the brief/objective of the direct campaign.
The challenge was to convince juvenile prisoners to take part in educational offerings of the Initiative for Education in Enforcement. More often than not, they don’t have a school degree or didn’t get an apprenticeship, let alone a job. Only education can help them leave crime and hopelessness behind for good. We were to develop an original and sympathetic idea capable of getting through to the target group in the first place. Mind you, for pedagogical reasons convicts rarely get exposed to typical media such as TV, radio, newspapers or even the internet.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With a purported birthday cake sent by mail, information of the educational offering of the Initiative for Education in Enforcement was smuggled into the prison cell. Instead of the typical rasp however, we baked a letter and a pencil into the cake. While the letter informs the young convicts about the various opportunities the Initiative offers to get away from crime, the pencil bears the inscription “the smartest way out: good education.“

Explain why the creative execution was relevant to the product or service.
With this mailing we translated the famous picture of the rasp smuggled in a cake . Like this rasp, the offering of the Initiative for Education in Enforcement helps prisoners to break out – with good education.

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 80% of the participating prisoners have enrolled for the educational programme after having received the mail shot. Considering that - based on statistics - 85% of the convicts pursuing educational schemes while in enforcement don't reoffend. The result can be considered a massive success for the Initiative for Education in Enforcement. For every prisoner and for society in general and all this for less than 4 Euro per Mailing.