SEARCH FOR AUSTRIAS SUPER-TRAINEE by Blink Productions for ÖVP - AUSTRIAN PEOPLE PARTY

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SEARCH FOR AUSTRIAS SUPER-TRAINEE

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Industry Business equipment & services, Government & Other Authorities, Corporate Image
Media Direct marketing
Market Austria
Agency Blink Productions
Creative Director Bernd Graller
Released November 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: ÖVP - AUSTRIAN PEOPLE PARTY
Product/Service: POLITICAL PARTY
Agency: BLINK
Date of First Appearance: Nov 9 2009 12:00AM
Entrant Company: BLINK , Vienna, AUSTRIA
Head of Marketing: Philipp Maderthaner (ÖVP)
Head of New Media: Alexandra Nussbaumer (ÖVP)
Head of Advertising/Events: Anna Zemann (ÖVP)
Managing Director: Emanuel Brandis (Blink Werbeagentur)
Creative Director: Bernd Graller (Blink Werbeagentur)
Account Director: Dagmar Rumpler (Blink Werbeagentur)
Media placement: TV - 2 Spots - ATV (Private TV) - 9/11/2009
Media placement: Print-2 Ads - HEUTE (Newspaper) - 9/11/2009
Media placement: Website (See Audio/video Presentation - Web - 9/11/2009

Describe the brief/objective of the direct campaign.
The ÖVP (Austrians People Party), the party of Josef Pröll (age: 41 years), Austria's vice-chancellor and minister of finance, is seen as antiquated, conservative und boring. The main objective was to change this image and to generate interest and involvement in politics, especially amongst young people. The core target group were young people (aged 16 - 30) wether they are conservative, left oriented or not interested in politics and political parties at all. Our strategy: To create interest in politics in an unpolitical way.

Explain why the creative execution was relevant to the product or service.
The unconventional format was ideal to get in direct contact with young people and to generate a spirit of interest and involvement. And the high involvement and public interest for our contest is a big success for a political party.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea was to run a public contest. We asked the country's youth: Are you gonna be Austria's Super-Trainee? Win one week as personal trainee of Austrias vice-chancellor Josef Pröll. Main platform for the dialoge was a special developed website, where all participants had to promote themselves, with statements, photos or videos. The purpose was to give arguments why she or he was the best candidate - like an election-campaign. The campaign was supported by TV, radio, and print ads. The public was invited to vote for their favourite Super Trainee. Finally the winner was chosen from a jury at a live event.

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 campaign was on air for about 2 months and had an enormous response: 1,000.000 visits at www.superpraktikant.at (Austrians population 15-30 years:1.500.000 ) 400.000 votes 4000 candidates 5 Super-Trainee finalists (elected by online votes) 1 Super-Trainee (electet in a big live-event by a jury) The unconventionel campaign-format was point of discussion in the public - hence we had press coverage in all relevant Austrian newspapers and discussions on important web forums. Even Austrian broadcast station ATV brought a 60 minute documentry. And also politicians from other Austrian parties, who tried to make a mockery of the campaign, had to accept and respect the results.