VGT Promo, Case study BLOOD STICKS TO EVERY GENUINE FUR by Demner, Merlicek & Bergmann

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Austria
Agency Demner, Merlicek & Bergmann
Creative Director Franz Merlicek
Art Director Roman Steiner
Copywriter Arno Reisenbuechler
Released December 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: VGT
Product/Service: ANIMAL RIGHTS
Agency: DEMNER
Date of First Appearance: Dec 21 2010
Account Manager: Markus Dammelhart (Demner, Merlicek & Bergmann)
Creative Director: Franz Merlicek (Demner, Merlicek & Bergmann)
Art Director: Roman Steiner (Demner, Merlicek & Bergmann)
Copywriter: Arno Reisenbuechler (Demner, Merlicek & Bergmann)
Graphics: Stefan Oehner (Demner, Merlicek & Bergmann)
Digital Producer: Andreas Wochenalt (Demner, Merlicek & Bergmann)
External Producer: Codewort Publishing
Media placement: Application - DATUM 12/10 - 21 December 2010

Insights, Strategy & the Idea
Most fur sold in Austria comes from farms where the animals are held in tiny cages for months on end awaiting their ultimate death. “Free-range” facilities don’t exist for animals in the fur business. There is blood sticking to every genuine fur sold. The interactive iPad ad should draw attention to this state of affairs and create awareness for Association Combating Animal Factories.

Subscribers to and readers of the monthly magazine DATUM: young, urban people.

To create the greatest effect possible, the consequence of fur farm activity must be made tangible for users.

Austrian anti-fur campaigns in recent years no longer had the power to make a lasting effect on the audience. Transforming the advertising onto the iPad meant the topic could be re-activated. An important target group could be reached and the suffering of the fur-bearing animals could be communicated more dramatically than is possible in a normal ad.

Creative Execution
There is blood sticking to every genuine fur sold, and this is what the user experiences via the iPad placement and the interactive elements an iPad ad allows.

The core of the campaign is an ad for a fur dealer we have made up in the iPad edition of the Austrian magazine DATUM. The ad shows a young woman in a fur coat. The user, with a typical iPad “wipe movement”, will try to remove the ad and carry on to the next page. But it doesn’t work. Instead, the user’s fingers leave traces of blood on the fur with every wipe. And the more wipes the user tries, the more blood appears. The ad is linked to VGT’s website where the user can discover more information about the anti-fur programme.

Results and Effectiveness
“Fur” finally regained topic status in the Austrian media. Journalists, bloggers and iPad users became increasingly concerned about the suffering of the fur-bearing animals. The call for an Austrian import embargo on fur became more wide-spread.

A topic which had unfortunately been neglected for years in Austria was re-activated via a new, interactive execution on iPad and managed to generate high attention levels amongst users. Numerous national and international media such as Horizont, Der Standard, Extradienst, Huffington Post, The Times of India, The Denver Egotist, and many more reported on the iPad ad.