Publicis Promo, Case study TALKING PRINT AD by Publicis Group Austria Vienna

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TALKING PRINT AD

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Austria
Agency Publicis Group Austria Vienna
Art Director Andrej Krcho
Copywriter Michael Grill
Illustrator Heri Irawan
Released November 2010

Credits & Description

Category: Best Use of Print
Advertiser: PUBLICIS GROUP AUSTRIA
Product/Service: ADVERTISING AGENCY
Agency: PUBLICIS GROUP AUSTRIA
Date of First Appearance: Nov 11 2010
Entrant Company: PUBLICIS GROUP AUSTRIA, Vienna, AUSTRIA
Entry URL: http://www.youtube.com/watch?v=edPApYI0pG8
Chief Creative Officer: Alexander Zelmanovics (PUBLICIS GROUP)
Art Director: Andrej Krcho (PUBLICIS GROUP)
Copywriter: Michael Grill (PUBLICIS GROUP)
Graphic Designer: Angela Knötzl (PUBLICIS GROUP)
Illustrator: Heri Irawan (HERI IRAWAN)
Media placement: Print - Bestseller - 11 November 2010

Insights, Strategy & the Idea
Last December, Austria´s number one marketing magazine “Bestseller” celebrated its 30th anniversary. Each and every major agency of the country was more or less forced to place an ad in the special anniversary edition expressing its congratulations.
Expensive double spreads and full sized pages with the compulsory anniversary theme adapted agency logos everywhere.
Well, almost everywhere.

Creative Execution
In the knowledge that all competitors would use their ad to show off how cleverly they could make use of the magazine itself or birthday cakes, candles and other related things to compliment the magazine on its anniversary; we designed an ad that in a very unusual yet personal way wished a happy birthday and by the way send out a clear message to potential customers.

We asked the target group (the editors of the magazine on the one hand and all marketers on the other hand) to place their smartphones on the ad, log onto youtube, press the play button and listen to our talking ad.

Results and Effectiveness
250 youtube views and who knows if half of the users were relatives of the copywriter. But give the little ad its credit: at least two Austrian marketing heads must have liked what they saw, because they invited us to pitch for their business.
And the immediate call by the Bestseller´s chief editor who thanked us and told us that “reading” our ad gave him a blast was not bad either: at least we pleased Austria´s most influential marketing-journalist in the country. Hey, maybe we should enter the talking ad in the PR category as well?