Novozymes Digital OLD GRUMPY by KLAUSEN + PARTNERS A/S

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OLD GRUMPY

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Industry Business equipment & services
Media Digital, Interactive & Mobile
Market Denmark
Agency KLAUSEN + PARTNERS A/S
Creative Director Niels Kaldahl
Art Director Marianne Brix Thomsen
Copywriter David Sansome
Photographer Morten Holtum
Released October 2010

Credits & Description

Category: Business Products & Services
Advertiser: NOVOZYMES
Product/Service: ENZYMES
Agency: KLAUSEN + PARTNERS A/S
Date of First Appearance: Oct 10 2010
Entrant Company: KLAUSEN + PARTNERS A/S, Copenhagen, DENMARK
Creative Director: Niels Kaldahl (Klausen + Partners)
Copywriter: David Sansome (Klausen + Partners)
Director, Business Development: Jeppe Berggreen (Klausen + Partners)
Art Director: Marianne Brix Thomsen (Klausen + Partners)
Programmer: Kristian Bergkvist (Klausen + Partners)
Photographer: Morten Holtum (Holtum)
Media placement: Internal introduction - Direct Mail - 3 September 2011
Media placement: External invitation - Direct Mail - 10 October 2011
Media placement: Campaign site - Web - 10 October 2011

Describe the brief/objective of the direct campaign.
Saving time, money and CO2
Ondea® Pro is a new enzyme enabling beer to be brewed with 100% barley instead of malt as used by brewers for 6,000 years. Thus it is frowned upon by conservative master brewers.

The campaign objective was to:
• Establish detailed knowledge about Ondea® Pro among brewers
• Provide target audience insights – who is interested, sceptical, against?
• Address objections and open a dialogue
• Plan trials in dialogue with master brewers

The target audience was 100 breweries with whom we had no previous dialogue. The objective was dialogue with 20 breweries and trials at 3-5.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Acknowledgement and qualification in a storytelling universe
Old Grumpy is the elderly owner of an illustrious family brewery going back more than 200 years.
He is beginning to feel the pressure from a modern market demanding efficiency and focus on process optimization. He now acknowledges that he needs to find a new master brewer to lead The Grumpy Brewery into the future.

The storytelling framework of the campaign is a recruitment process in which master brewers qualify for the position in an online quiz universe with multiple choice questions and edutainment involving process optimization and trial planning tools.

Explain why the creative execution was relevant to the product or service.
Addressing objections, illustration of benefits and planning
How do you tell a proud specialist he needs to catch up with progress? You don’t! Instead you invent a grumpy old brewery owner as a mouthpiece for every conceivable objection and moral outburst. Then you appoint your target as a future-oriented expert and ask him to drive innovation in the brewery.

We undermine barriers and create acknowledgement of opportunities by confronting our targets with challenges that stimulate reflection.

Brewers are drawn into active involvement by an endearing caricature they can smile at rather than being confronted with their own conservatism and resistance.

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.
Response rate: 43%
Dialogue involvement: 26%
Trials conducted: 6

Output based on fresh barley and Ondea® Pro delivers an additional annual gross margin to breweries between 80,000 and 250,000 euros.

Three-year Ondea® Pro contracts result in a campaign ROI of 10.3.

Systematic gathering of knowledge about target audience experience, objections and ambitions not only promotes the product. It also opens the door for business development in close dialogue with the decision centre.

What started as product selling has grown into a strategic dialogue with breweries all over the world, establishing a far wider and more enduring business perspective.