MEDIACRISIS by Leo Burnett Zurich for Woz Die Wochenzeitung

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MEDIACRISIS

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Industry Newspapers
Media Direct marketing
Market Switzerland
Agency Leo Burnett Zurich
Art Director Pablo Schencke
Released November 2009

Credits & Description

Category: Publications & Media
Advertiser: WOZ DIE WOCHENZEITUNG
Product/Service: LEFT-WING NEWSPAPER
Agency: SPILLMANN/FELSER/LEO BURNETT
Date of First Appearance: Nov 26 2009 12:00AM
Entrant Company: SPILLMANN/FELSER/LEO BURNETT, Zürich, SWITZERLAND
Entry URL: http://www.woz.ch
Chief Creative Director: Martin Spillmann (SPILLMANN/FELSER/LEO BURNETT AG)
Creative Director/Copy Writer: Peter Brönnimann (SPILLMANN/FELSER/LEO BURNETT AG)
Art Director: Pablo Schencke (SPILLMANN/FELSER/LEO BURNETT AG)
Media placement: Postcards - Direct Mailing send to Journalists - 26. November 2009

Describe the brief/objective of the direct campaign.
The main target audience was in particular journalists. Getting their attention on the upcoming WOZ Die Wochenzeitung Issue addressing 28-Pages to the current media crisis, which of course was in their interest (journalists).

Explain why the creative execution was relevant to the product or service.
It stays true to the WOZ Die Wochenzeitung philosophy, of bringing across innovative new advertising ideas which dont neccessarily need to be costly and high priced, but rather thoughtful.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In the November 26. 2009 WOZ-Issue, the ongoing media crisis and the whole economy was being addressed and to raise attention within their peers and opinion leaders a direct mailing, made out of used cartoons and boxes as postcards, was send out to gather attention to the issue.

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.
The addressed issue was one of their best-selling ones in 2009. The direct mail gathered attention by other media, as well as the subject was now widely talked about by other newspapers and magazines. The direct mail and its idea where also awarded.