OFFICE PONG by Saatchi & Saatchi Berlin for Novartis

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OFFICE PONG

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Industry Health & Pharmaceutical Products, Business equipment & services, Against Drugs, Corporate Image
Media Direct marketing
Market Germany
Agency Saatchi & Saatchi Berlin
Creative Director Sebastian Schier, Peter Huschka
Art Director Christian Bartsch, Sascha Lee, Mario Mueller
Copywriter Till Wembacher
Released October 2009

Credits & Description

Category: Flat Mailing
Advertiser: NOVARTIS
Product/Service: ANTI-FLAMMATORY DRUG
Agency: SAATCHI & SAATCHI BERLIN
Date of First Appearance: Oct 31 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI BERLIN, GERMANY
Entry URL: http://www.amendegewinnenimmerdieguten.de/voltaren/en/officepong/
Creative Director: Sebastian Schier (Saatchi & Saatchi)
Creative Director: Peter Huschka (Saatchi & Saatchi)
Art Director: Christian Bartsch (Saatchi & Saatchi)
Art Director: Mario Mueller (Saatchi & Saatchi)
Art Director: Sascha Lee (Saatchi & Saatchi)
Copywriter: Till Wembacher (Saatchi & Saatchi)
Account Manager: Joerg Saalwaechter (Saatchi & Saatchi)
Programmer: Torben Friede
Programmer: Matthias Dehmel
Media placement: Letter And Notepads - Direct Mail - 16.10.2009

Describe the brief/objective of the direct campaign.
Use an innovative and interactive format to create special attention and to demonstrate Voltaren's claim ; the joy of movement.

Explain why the creative execution was relevant to the product or service.
To achieve this we mailed out notepads that included the URL and had the Pong-Rackets printed on them. This two-player game works just like the classic arcade game Pong. However, now you can play it in the office controlled solely by your movement guaranteeing a whole lot of fun.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Demonstrating how the joy of movement can be brought into a boring day at the office in an entertaining and interactive way by inviting users of a specially crafted website to participate in a game of Office Pong allowing them to fully experience the claim of pain-relieving remedy.

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.
Via Mailing and Send-A-Friend the campaign was able to generate over 5600 downloads of pdf-versions of our Pong-rackets within the first two months. The entire campaign is set to run one year - from November 2009 through November 2010.