Bundesverband Alphabetisierung E.v. Print, DM THE HIDDEN WORLD by Scholz & Friends Berlin


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Industry Books
Media Print, Magazine & Newspaper, Direct marketing
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Mathias Rebmann, Florian Schwalme
Art Director Johannes Stoll
Copywriter Ulrike Keitel, Felix Heine
Released June 2011


Clio Awards 2012
Design Direct Marketing Silver

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertiser: ALFA-TELEFON
Product/Service: THE HIDDEN WORLD
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Mathias Rebmann (Scholz & Friends)
Creative Director: Florian Schwalme (Scholz & Friends)
Art Director: Johannes Stoll (Scholz & Friends)
Copywriter: Felix Heine (Scholz & Friends)
Copywriter: Ulrike Keitel (Scholz & Friends)
Account Manager: Christina Ritzenhoff (Scholz & Friends)
Account Manager: Michaela Zischek (Scholz & Friends)
Agency Print Producer: Franziska Ibe (Scholz & Friends)
Media placement: Mailing (Book) - Mailing to potential supporters - 05. January 2012

Describe the brief/objective of the direct campaign.
More than 7m adults in Germany are illiterate. Alfa-Telefon is Germany’s most important organisation in the fight against illiteracy. Just like any other socially committed organisation Alfa-Telefon needs financial and active support. The task was to create an advertising media which convinces decision makers, multipliers and other book lovers to support Alfa-Telefon.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
How does it feel to be illiterate? The whole world of books is right in front of you – but the content remains closed. To win new sponsors Alfa-Telefon confronted book lovers with books that couldn't be opened because they have spines on both sides. So the ‘Unbook’ shows how written content remains closed for every illiterate. A short text on the back of the book explains what it is all about. Together with the cover letter which is a book mark it encourages support for Alfa-Telefon.

Explain why the creative execution was relevant to the product or service.
The Unbook confronts the potential sponsors directly with the problem of illiteracy. It literally makes the book lover feel concerned because The Unbook targets them on a highly emotional level. It puts them in place of the 7m+ illiterates who have to deal with their forlornness every single day. To cut a long story short: the recipient feels as helpless as illiterates who are helped by the Alfa-Telefon. So the incentive becomes great to support the work of the Alfa-Telefon.

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.
In the first flight the Unbook was sent in December to over 300 decision makers, influential book lovers and leading figures from the worlds of publishing, culture and the media. Up to March: several publishers, companies and celebrities have been convinced to support Alfa-Telefon in different ways. They gave financial support, donated textbooks, newspapers offered media co-operation and celebrities want to participate. Due to that support it’s now possible to run high-publicity projects in 2012/13: Among other things The Unbook will be presented on book fairs and in bookstores and discussed in the media (newspaper, book shows on TV etc.).