Aarhus School Of Business/university Of Aarhus DM WORLD'S SMALLEST BROCHURE by Uncle Grey Copenhagen

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Industry Education
Media Direct marketing
Market Denmark
Agency Uncle Grey Copenhagen
Creative Director Michael Paterson, Jesper Joergen Hansen
Art Director Jakob Nusbaum, Morten Killerich
Released February 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: UNCLE GREY, Århus, DENMARK
Creative Director: Michael Paterson (Uncle Grey)
Creative Director: Jesper Hansen (Uncle Grey)
Art Director: Morten Killerich (Uncle Grey)
Art Director: Jakob Nusbaum (Uncle Grey)
Account Manager: Jesper Kortegaard (Uncle Grey)
Media placement: Brochure - Flat Mailing (Letter) - 01/03 2010

Describe the brief/objective of the direct campaign.
For years The University of Aarhus, had experienced a decline of students in natural science studies. Our brief was to make more college students choose to study natural science after ending college.

Explain why the creative execution was relevant to the product or service.
We built our campaign around the basic, relevant insight that concerned all the students of Molecular Biology. Since they had always been interested in studying very small objects, they all owned a microscope at home or they frequently used the microscopes placed in the physics/chemistry room at college.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We designed a campaign for every study direction. For the study of Molecular Biology (the study of biology at a molecular level) we created a brochure so small that it was only possible to read the text through a microscope. The brochure measured 5 mm x 10 mm and the text was special printed with an incredible point size of only 0,4. The brochure was informing about the molecular studies at Aarhus University and - with help from college teachers - was sent to all college students that showed interest in studying biology at college.

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 brochure immediately became a collectors item at college and was a major subject on the students facebook college groups. But most importantly, the University of Aarhus experienced a 67% increase of applications for the Molecular Biology and other natural science studies. Their most succesful campaign ever.