CRIME SCENE by Jung Von Matt/Alster Hamburg for Nbc Universal

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CRIME SCENE

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Germany
Agency Jung Von Matt/Alster Hamburg
Executive Creative Director Mathias Stiller, Wolfgang Schneider
Creative Director Jan Harbeck, David Mously
Art Director Daniel Haschtmann
Copywriter David Missing
Released June 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: NBC UNIVERSAL GLOBAL NETWORKS
Product/Service: 13TH STREET - TV CHANNEL
Agency: JUNG von MATT
Date of First Appearance: Jun 20 2009 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Executive Creative Director: Mathias Stiller/Wolfgang Schneider (Jung von Matt)
Creative Director: Jan Harbeck/David Mously (Jung von Matt)
Art Director: Daniel Haschtmann (Jung von Matt)
Copywriter: David Missing (Jung von Matt)
Account Supervisors: Franzis Heusel/Helen Seiffe (Jung von Matt)
Media placement: Ambient - Entry Doors Of Invitees / Horror-Shortfilm-Award „Shocking Shorts“ - 20 June 2009

Describe the brief/objective of the direct campaign.
Every year, the TV station 13TH STREET presents the Shocking Shorts Award. The short film festival for mystery and horror. The goal was to create an exciting invitation for the Award. Our target audience was a small group of Press and media professionals.

Explain why the creative execution was relevant to the product or service.
Press and media people frequently receive invitations for promotional events. That’s why we came up with an invitation-idea that couldn’t be ignored.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since our target audience was only a small group of people we came up with a personal invitation in order achieve the biggest possible response. The creative solution: We sealed the entry doors from the residences of our invitees using police barrier tape, making it look like a crime scene.

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 mailing was such a success that almost every invitee attended to the event. The overall comments were that it was a really good prank. Except one invitee who actually called the police.