MODEL MAKING COASTERS by Ogilvy & Mather Vienna for Reed Exhibitions Messe Vienna

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MODEL MAKING COASTERS

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Austria
Agency Ogilvy & Mather Vienna
Executive Creative Director Gerd Schulte-Doeinghaus
Art Director Renate Stoica
Copywriter Christoph Reicher, Sarah Krobath
Released October 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: REED MESSE WIEN
Product/Service: VIENNA MODEL-MAKERS FAIR
Agency: OGILVY & MATHER VIENNA
Date of First Appearance: Oct 15 2010
Entrant Company: OGILVY & MATHER VIENNA, AUSTRIA
Executive Creative Director: Gerd Schulte-Doeinghaus (Ogilvy and Mather)
Copywriter: Sarah Krobath (Ogilvy and Mather)
Art Director: Renate Stoica (Ogilvy and Mather)
Graphic Designer: Klaus Seethaler (Ogilvy and Mather)
Copywriter: Christoph Reicher (Ogilvy and Mather)
Junior Art Director: Heinz Ploder (Ogilvy and Mather)
Media placement: Coasters - Restaurants And Pubs - 15.10.2010

Describe the brief/objective of the direct campaign.
The advertising budget for the Vienna Model-Makers Fair is about as large as the exhibits themselves: very, very small.
The task was to generate widespread awareness and interest in the Model-Makers Fair, on a very small budget.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to awaken the public’s interest and natural instinct to play in the week before the event, the classic beer coasters in pubs and bars within the city were replaced with “model-making coasters”, which were designed to be slotted together as desired and so create spectacular model builds.

Explain why the creative execution was relevant to the product or service.
Almost everyone will have, at some time, created a house from beer coasters. But a whole row of town houses in Colonial Style? In order to generate awareness and interest in the week before the Model-Makers Fair, the classic beer coasters in pubs and bars within the city were replaced with „model-making coasters“. These could be slotted together as desired and so each guest could experience the fun of model making first hand. Afterwards, the coasters could be kept as a memento and reminder of the 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.
Alongside the most curious building constructions, the action created hundreds of new model-making enthusiasts – and ensured record visitor numbers for 2010.