TYPE FOR TYPE by Kempertrautmann Hamburg, Shift for Edding

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TYPE FOR TYPE

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Industry Stationery
Media Print, Magazine & Newspaper
Market Germany
Agency Kempertrautmann Hamburg
Creative Director Gerrit Zinke
Art Director Simon Jasper Philipp, Alexander Müsgens
Copywriter Max Biedermann, Christoph Gähwiler
Agency Shift
Creative Director Christian Fritsche, Stefan Walz
Released March 2012

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: EDDING INTERNATIONAL
Product/Service: EDDING
Agency: KEMPERTRAUTMANN
Agency: SHIFT
Account Manager: Niklas Kruchten (Kempertrautmann)
Account Manager: Elisabeth Einhaus (Kempertrautmann)
Account Manager: Dorothea Feurer (Shift)
Creative Director: Christoph Gähwiler (Kempertrautmann)
Creative Director: Stefan Walz (Shift)
Creative Director: Gerrit Zinke (Kempertrautmann)
Creative Director: Christian Fritsche (Kempertrautmann)
Art Director: Alexander Müsgens (Kempertrautmann)
Art Director: Simon Jasper Philipp (Kempertrautmann)
Art Director Interactive: Johannes Widmer (Shift)
Graphic Designer: Felix Demandt (Kempertrautmann)
Graphic Designer: Tomek Strzalka (Kempertrautmann)
Graphic Designer: Enrico Hoppe (Kempertrautmann)
Copywriter: Christoph Gähwiler (Kempertrautmann)
Copywriter: Max Biedermann (Kempertrautmann)
Technical Planning: (Shift)
Programming: (CTNM Computertechnologie/Neue Medien)
Music/Sound Design: (Supreme Music)
Film Production: (Five Three Double Ninety Filmproduction)
Special Effects/Animation: (Optix Digital Pictures)
Media placement: Documentation - Http://vimeo.com/38870492 - 15 March 2012
Media placement: Website - Http://type-For-Type.com/ - 28 March 2012
Media placement: Facebook - Http://on.fb.me/I9xdQc - 28 March 2012

Describe the objective of the promotion.
With the Wall of Fame in 2011, edding was brought back into the focus of illustrators and designers all over the world. The German pen-manufacturer wanted to surprise and activate this important target group again with a new campaign.

Describe how the promotion developed from concept to implementation.
The promise: An edding writes on anything. The idea: With its own typeface, the edding 850 now writes on the computer too. The deal with the target group: Type for Type! As soon as someone writes something in the collaborative text-editor, the download of the font is unlocked. With every download comes a PDF-magazine, that contains selected designs using the font.

Explain why the method of promotion was most relevant to the product or service.
Today a major part of the target group spends a great share of their time in front of the computer - for work and also for fun and inspiration. Type for Type satisfies those needs in an activating and playful way. The edding850 font by Büro Destruct contains over 230 characters, with ligatures – this font is a serious tool. But you only get it by fulfilling the deal, which is made even more exciting by the element of real-time! By showing designs using the font in the project-gallery and publishing them in the PDF-magazine, the activation of the target group continues.

Describe the success of the promotion with both client and consumer including some quantifiable results.
After the first weeks: The collaborative text-document grew hundreds of pages, the font was downloaded about 8,000 times and the 5-minute documentary on Vimeo gained over 40,000 views. It worked completely virally. At this point, there was not even an official press release regarding the project, but there were thousands of tweets and blogposts. Even better for edding: the font is actually being used! Countless design-examples appeared on the internet and even Germany’s biggest daily newspaper used the font for its insert magazine. After all, a tool is only relevant if it is used.