JENNY FLIP BOOK by KNSK for Magersucht.de

Adsarchive » DM » Magersucht.de » JENNY FLIP BOOK

JENNY FLIP BOOK

Pin to Collection
Add a note
Industry Public awareness, Public Safety, Health & Hygiene
Media Direct marketing
Market Germany
Agency KNSK
Creative Director Claudia Bach
Art Director Nick Jungclaus
Copywriter Gregor Willimski, Anna Leudolph
Released January 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: MAGERSUCHT.DE
Product/Service: EATING DISORDER AWARENESS
Agency: KNSK
Date of First Appearance: Jan 4 2010 12:00AM
Entrant Company: KNSK, Hamburg, GERMANY
Art Director: Nick Jungclaus (Knsk Werbeagentur)
Creative Director: Claudia Bach (Knsk Werbeagentur)
Copywriter: Gregor Willimski (Knsk Werbeagentur)
Copywriter: Anna Leudolph (Knsk Werbeagentur)
Account Manager: Anna Heinrich (Knsk Werbeagentur)
Media placement: flip book/print - universities - 04.01.2010

Describe the brief/objective of the direct campaign.
The non-profit organisation Selbsthilfe bei Essstörungen e.V wanted to reach out to girls and young women who are particularly vulnerable when it comes to eating disorders. Our challenge was to develop a campaign that addressed the target group exactly where the issue of diet was most present – in the canteens of schools and universities. The campaign was meant to inspire reflection on the issue and offer help to those affected.

Explain why the creative execution was relevant to the product or service.
The fast flicking and quote action of the flick book introduced a playful approach to dealing with the issue of anorexia and broke down pre-existing communication barriers. The flick book format allowed girls and young women to take the book - and also the issue - easily and intuitively in their own hands.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Jenny’s story was presented in flick book format. The lettering 'Jenny' written in bold type at the beginning, thins out as its line weight decreases and eventually fades to a point where the name can barely be read anymore. The story ends on a dramatic note: Things can get out of hand faster than you think. Then the relevant website address where those affected can find help - www.magersucht.de - is listed.The flick book was made available in schools and universities.

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 flick book immediately became the talk of the schools and universities. Visitors of the organisation’s website increased rapidly to sky-high levels during the campaign. Hundreds of girls and young women emailed the organisation and received help and advice.