Cicero Magazine For Politics Outdoor, Case study "Pencil Heads" by Serviceplan Munich

"Pencil Heads"

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Industry Publishing, streaming & media, Magazines
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Germany
Agency Serviceplan Munich
Executive Creative Director Matthias Harbeck
Creative Director Alexander Rehm, Oliver Palmer
Art Director Therese Stüssel, Felipe Cury
Copywriter Augusto Moreno Dos Anjos, Martin Magnet
Illustrator Sebastian Scharnagl, Thomas Koller
Released April 2011


Eurobest 2011
Direct Publications & Media Bronze

Credits & Description

Category: Publications & Media
Product/Service: CICERO MAGAZINE
Date of First Appearance: Apr 26 2011
Entrant Company: SERVICEPLAN, 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 Director: Markus Koch
Illustrator: Thomas Koller/Sebastian Scharnagl
Artist: Ragna Reusch
Graphic Design: Thomas Ardelt
Media placement: pencil - Germany - 26.04.2011

Describe the objective of the promotion.
CICERO, a political magazine in Germany, wanted to get into the minds and inner circles of politicians for more attention, better information and higher relevance for the readers.

Describe how the promotion developed from concept to implementation.
Instead of an ordinary mass-promotion, we targeted the biggest names in politics personally with a very exclusive promotion. A piece of art that boosted their egos and transported what CICERO is all about: an artist carved the heads of top politicians into the tips of CICERO pencils creating unique sculptures, showing in a stunning way that CICERO has “Politics directly from the source.” The masterpieces were sent to the politicians in exclusive boxes, so it reminded them constantly of CICERO, and not just them but politicians in general, through PR and word-of-mouth.

Explain why the method of promotion was most relevant to the product or service.
The promotion highlighted the uniqueness and quality of CICERO, and being addressed to top politicians, it had a halo-effect within the political world that made CICERO the talk of town. CICERO got in the minds of its most important “resources”: the politicians. Furthermore the mailing was as exclusive and unique as the magazine itself and showed 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 worth noticing and talking to, and of course about.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion sharpened the image of CICERO within the political world by PR and word-of-mouth. Positive answers to interview requests rose from 35% to 65%.
A general improvement in substance that even pushed the sales. All with an investment of just 320 € for each pencil.