A DIFFERENT KIND OF FIREWORKS by Wunderman Frankfurt for Wunderman

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A DIFFERENT KIND OF FIREWORKS

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Executive Creative Director Erik Backes
Creative Director Cornel Frey, Wolfgang Geis
Art Director Miriam Durrani
Copywriter Miriam Grottke
Released December 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: WUNDERMAN
Product/Service: SELF PROMOTION
Agency: WUNDERMAN
Date of First Appearance: Dec 31 2010
Entrant Company: WUNDERMAN, Frankfurt , GERMANY
Entry URL: http://wundermanhot.de/#/en/home
Executive Creative Director: Erik Backes (Wunderman)
Creative Director: Cornel Frey (Wunderman)
Creative Director: Wolfgang Geis (Wunderman)
Senior Art Director: Matthias Herceg (Wunderman)
Art Director: Miriam Durrani (Wunderman)
Copywriter: Miriam Grottke (Wunderman)
Production: Helmut Homberger (Wunderman)
Media placement: Mailing - Mailing - 31.12.2010
Media placement: Web-Site - Web-Site - 31.12.2010

Describe the brief/objective of the direct campaign.
November 2010: Well guys, for the end of year we need something for our clients and suppliers to say thank you. Something for X-mas, or New Year’s Eve, or New Years. It should be funny, or maybe useful, creative anyway with no budget. Thanks.
Ten beers after we came back with the decision to focus on New Year’s Eve and the obligatory fireworks. And a completely new product: The 100% biological works in every environment and really, really burns “Firework to go“.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Firework to go – three chilli-peppers. Open the pack, insert chilli-peppers anywhere in your body and wait for the astonishing effects. Burns, sounds like a siren, stars ahead of your eyes. Bangers you’ll have in the afterburner-mode.
Besides the hardware“ Firework to go” was also available in a virtual version, with a lot of opportunities to create and vary, different sounds, gallery, share, etc.

Explain why the creative execution was relevant to the product or service.
Fits to the end-of-year celebrations, but also to the agency’s philosophy of “think it with a twist”.

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.
1,500 Fireworks to go were sent out.
Unique visits on the webpage (until 23.12.): about 4.900.
Firework galleries- (until 23.12.): about 300
Page impressions on New Year’s Eve: 920