Vienna Model Makers Fair Outdoor Vienna Model Makers Fair: The Smallest Campaign by Ogilvy & Mather Vienna

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Vienna Model Makers Fair: The Smallest Campaign

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Industry Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Austria
Agency Ogilvy & Mather Vienna
Released March 2011


Golden Drum 2011
Outdoor Leisure, entertainment, culture & education Golden Drum
New or innovative New or innovative Silver Drum

Credits & Description

Product and services category:
Brand name:
Vienna Model Makers Fair
Reed Messe Wien
Advertising agency, city:
Ogilvy and Mather, Vienna
Art director:
Renée Reust, Heinz Ploder
Doris Partl. Michael Rittmannsberger
Creative director:
Gerd Schulte-Doeinghaus
Creative idea explanation:
Objective: To promote the date and simultaneously generate interest in the upcoming Vienna Model-Makers Fair in the week before the event. There was no budget for a large advertising campaign. Concept / Implementation: In order to inspire as many people as possible to visit the Model-Makers Fair at short notice, miniature posters and Citylights in the scale of 1:20 were placed in the streets of Vienna in the week before the event. The tiny scale of the advertising space did not impair its effect in any way - rather the opposite. Relevance: The attention to detail and precision of the carefully produced 1:20 scale poster and Citylight frames left as lasting an impression as the models and exhibits themselves, whilst simultaneously revealing a foretaste of the upcoming Fair. Results: Although no classical advertising was used for the 2010 Model-Makers Fair, the organisers recorded a 5% increase in visitor numbers on the previous year.