LOOKING FOR A NEW POSITION by Mediaplus Hamburg for Suddeutsche Zeitung

Adsarchive » Promo , Case study » Suddeutsche Zeitung » LOOKING FOR A NEW POSITION

LOOKING FOR A NEW POSITION

Pin to Collection
Add a note
Industry Recruiting
Media Promo & PR, Case study
Market Germany
Agency Mediaplus Hamburg
Art Director Hans Zieringer
Photographer Alan Grund
Account Supervisor Christof Schmid, Carolin Feneberg, Mark Hinderberger
Released August 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: SÜDDEUTSCHE ZEITUNG
Product/Service: JOB PORTAL
Date of First Appearance: Aug 2 2010
Entrant Company: MEDIAPLUS, Munich, GERMANY
Chief Creative Officer: Alex Schill
Creative Director/Copywriter/Art Director: Ekki Frenkler
Art Director: Hans Zieringer
Account Supervisor: Mark Hinderberger/Christof Schmid/Carolin Feneberg
Graphic Design: Hans Zieringer/Colin Paterson
Agency Producer: Neverest
Photographer: Alan Grund
Camera: Mikki Stoiber
Media placement: Advertising columns / billboard columns - Advertising columns / billboard columns - August 2010

Insights, Strategy & the Idea
Süddeutsche Zeitung is one of Germany`s most known and widely distributed daily newspapers. It also offers a job portal. Even if the newspaper is very popular, the job portal “Laufbahner.de” isn’t well-known due to a low advertising budget. Therefore, the challenge was to come up with a way to attract the most attention possible with little funds, and create an affinity with the brand in a humourous way. The job portal’s target audience is people aged 18 to 55 who are looking for new a new career challenge. People often walk by advertising columns when in town. Usually these advertising columns are positioned in highly frequented areas but stay inconspicuous. We revisited the concept of these columns and made them mobile, thereby creating an unexpected event for the pedestrians. This resulted in huge brand awareness while at the same time putting a smile on people`s faces.

Creative Execution
Advertising pillars. Everybody knows them. Tons of concrete, partly weathered and moss-covered, usually positioned in highly frequented areas, somehow unobtrusively in the way. Covered with posters which are sometimes noticed, sometimes not. What if this supposed advertising pillar suddenly got up and walked away? Mingled with the passers-by, crossed intersections and positioned itself wherever it pleased? We revisited the concept of these columns, and made them mobile. The running columns created a humourous play on words, referring both to the job portal’s goal and to the columns’ actions – looking for a new position. That's when the advertising on it suddenly attracted the highest level of attention− particularly since the poster and the deceptively real pillar together embodied an idea which was one and the same.

Results and Effectiveness
The moving advertising columns were a huge success with Munich inhabitants and tourists. The unexpected behaviour of the advertising pillars attracted a great deal of attention and generated many hearty laughs. Moreover the pillars were stared at, touched, examined, photographed, filmed and put online. There was also a huge response from the world of social media.