PENCIL HEADS by Plan.net for Ringier

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PENCIL HEADS

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Industry Magazines
Media Direct marketing
Market Germany
Agency Plan.net
Executive Creative Director Matthias Harbeck
Creative Director Alexander Rehm, Oliver Palmer
Art Director Therese Stüssel, Felipe Cury
Copywriter Augusto Moreno Dos Anjos, Martin Magnet
Photographer Sebastian Scharnagl, Thomas Koller
Account Supervisor Markus Koch
Released April 2011

Credits & Description

Category: Publications & Media
Advertiser: RINGIER PUBLISHING
Product/Service: MAGAZINE
Agency: PLAN.NET
Date of First Appearance: Apr 1 2011
Entrant Company: PLAN.NET, Munich, GERMANY
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Creative Director: Oliver Palmer, Alexander Rehm
Copywriter: Augusto Moreno dos Anjos/Martin Magnet
Art Director: Felipe Cury/Therese Stüssel
Account Supervisor: Markus Koch
Photographer: Thomas Koller/Sebastian Scharnagl
Artist: Ragna Reusch
Graphic Design: Thomas Ardelt
Media placement: Pencil - Germany - April 2011

Describe the brief/objective of the direct campaign.
Cicero, a high profile political magazine in Germany, wanted to increase the amount of advertising bookings in the magazine.
To achieve that we targeted key-players in the German media-world with a very special direct mailing, which got into their minds instead of their trash-bins. It brought CICERO into their relevant set for media bookings, by sharpening the image as a high class magazine and pointing out the high quality journalism CICERO is famous for and successful with.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With stunning masterpieces, we showed the exclusive target-group that CICERO has direct access to the minds of important politicians, that it has “Politics directly from the source.”: An artist carved the heads of top-politicians into the tips of CICERO pencils creating unique sculptures.
After we handed some pencils to real politicians, we targeted the media-world. Instead of mass-mails we located the 7 key media buyers and sent them other pencils in premium boxes. So they experienced CICEROs USP and had masterpieces, which anchored CICERO in their minds increasing the possibility of ad bookings.

Explain why the creative execution was relevant to the product or service.
The mailing transported the idea of a whole campaign, which highlighted the uniqueness and quality of CICERO. Being masterpieces the pencils would surely be always near the eyes of the media buyers either at home or the office. And when something is near your eye you remember it when it comes to business.
Furthermore the mailing was as exclusive and unique as the magazine itself.
Showing that CICERO is not just some political magazine but the one that has the most original information, leading to the best reports. Therefore it is a good magazine to advertise in.

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.
Out of the 7 people we approached, 5 responded personally to the magazine, expressing their gratitude for the special gifts they received.
In hard facts the inquiries for ad space increase by 24 %, the bookings increased by more than 17 % and the image of Cicero within the media-world was sharpened and upgraded by word-of-mouth. Every pencil cost us 300 € in producing and just 20 € in shipping. So for the investment of 320 €, we created a mark-up in media-spendings worth 56,695 € per issue.