Jung von Matt DM QUITTING CALENDAR by Jung Von Matt/Alster Hamburg

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Germany
Agency Jung Von Matt/Alster Hamburg
Copywriter Goetz Ulmer, Wolf Heumann, Henning Mueller-Dannhausen, Helge Hummel, Fabio Straccia, Angelo Campana, Joshua Mackowiak
Released December 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: JUNG VON MATT
Agency: JUNG von MATT
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Creative Direction: Doerte Spengler-Ahrens (Jung von Matt)
Creative Direction: Jan Rexhausen (Jung von Matt)
Art Direction: Golf Nuntawat Chaipornkaew (Jung von Matt)
Copywriter: Henning Mueller-Dannhausen (Jung von Matt)
Copywriter: Joshua Mackowiak (Jung von Matt)
Copywriter: Helge Hummel (Jung von Matt)
Copywriter: Angelo Campana (Jung von Matt)
Copywriter: Fabio Straccia (Jung von Matt)
Copywriter: Wolf Heumann (Jung von Matt)
Copywriter: Goetz Ulmer (Jung von Matt)
Media placement: Calendar - Calendar - 01.01.2010

Describe the brief/objective of the direct campaign.
Jung von Matt is always trying to headhunt the best creatives in the market. So our HR representatives are in a constant dialogue with the best creatives and talents of the leading German agencies. To finally win these prospects we wanted to remind them every day what a creative agency Jung von Matt is.

Explain why the creative execution was relevant to the product or service.
The strengh of the calendar was to remind our candidates each and every day with a creative quitting letter how inspired working at Jung von Matt is. We came up with absurd reasons, made fun of the whole advertising industry and even did funny quitting art works using typical elements of a advertisers every day life.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to remind our candidates of choice every day of Jung von Matt, we gave them a tear-off calendar with a ready-made quitting letter for each and every day of the year. It contained the date, a funnily written text for each day and a space for the signature. So the candidates just had to tear off the days quitting letter, sign it and pass it the their HR department to quit.

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 first quitting calendar in the world caused a buzz in the German advertising industry. We used it to encourage top creatives to interview with us. Our HR representatives used the calendar in numerous interviews as a special give away. It got an amazing reception and finally got 9 creatives to join Jung von Matt: 2 creative directors, one senior team and 5 junior creatives. But the year isnt over yet...