EGG MACHINE by Publicis Frankfurt for Noah Menschen Fur Tiere

EGG MACHINE

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Germany
Agency Publicis Frankfurt
Chief Creative Officer Volker Schrader
Creative Director Nico Juenger, Konstantinos Manikas
Art Director Nico Juenger
Copywriter Konstantinos Manikas
Account Supervisor Daniela Cappelluti
Released April 2011

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: NOAH - MENSCHEN FÜR TIERE
Product/Service: CHARITY
Agency: PUBLICIS FRANKFURT
Date of First Appearance: Apr 12 2011
Entrant Company: PUBLICIS FRANKFURT, GERMANY
Entry URL: http://www.noah.de/wp/eggmachine-english/
Creative Director/Art Director: Nico Juenger (Publicis Frankfurt)
Creative Director/Copywriter: Konstantinos Manikas (Publicis Frankfurt)
Chief Creative Officer: Volker Schrader (Publicis Frankfurt)
Account Supervisor/Event Manager: Daniela Cappelluti (Publicis Frankfurt)
Art Buying: Katja Bonnert (Publicis Frankfurt)
Online Business Development: Daniel Putsche (Publicis Frankfurt)
Music: Sven Albrecht (Publicis Frankfurt)
Set-Building: Thomas Breen (Create and More)
Director of Photography/Editor: Jean-Marie Kiewitz (Zweigwerk)
Director Of Photography: Paul Munz (Zweigwerk)
Photography: Dieter Roosen (Roosen Photography)
Sound: (Studio Funk Frankfurt)
Media placement: Internet Magazin - Werben Und Verkaufen - 11.04.2011
Media placement: TV Report - RTL - 12.04.2011
Media placement: Internet Magazin - Journal Frankfurt - 12.04.2011
Media placement: Social Media - Facebook - 12.04.2011
Media placement: Social Media - Youtube - 12.04.2011
Media placement: Newspaper - Taunus Zeitung - 13.04.2011
Media placement: Newspaper - Frankfurter Rundschau - 13.04.2011
Media placement: Newspaper - Frankfurter Neue Presse - 13.04.2011
Media placement: Newspaper - Welt Kompakt - 13.04.2011
Media placement: Blogg - Gizmodo And Others - 08.05.2011

Describe the objective of the promotion.
The promotion, done by NOAH e.V., a society for the prevention of cruelty to animals, aimed to generate as much attention as possible in order to inform consumers about the non-species-appropriate conditions under which most chickens are kept and reach people emotionally so they only buy eggs from ethical eggfarming.

Describe how the promotion developed from concept to implementation.
68% of all chickens worldwide are treated like egg-laying machines. In order
to explain this to consumers, we put 16 chickens in a vending machine – the “Egg Machine” – and indicated that passers-by could buy fresh eggs from it.
People were attracted, stopped, and got the message. ‘CHECK THE EGG’ shopping cart chips were distributed for free at the “Egg Machine” and were also available inside the vending machine flap.
The four systems for keeping laying hens were written on the chips to help consumers decide to buy eggs from ethical eggfarming the next time they go shopping for eggs – a POS reminder!

Explain why the method of promotion was most relevant to the product or service.
Shortly before Easter, an above-average number of eggs are sold. But many do not know that the majority of eggs produced worldwide come from chickens that are not kept under species-appropriate conditions. Reason enough to implement a provocative yet explanatory promotion at this time in order to attract attention and generate discussion – on location and in the media.
The Egg Machine, a converted vending machine in a city centre that
housed live hens, attracted consumers as well as the media.
As a result, keeping chickens under species-appropriate conditions became THE topic and awareness of the issue has grown.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Everyone who saw the Egg Machine stopped to satisfy their curiosity. Gratis “CHECK THE EGG” shopping cart chips were successfully distributed to consumers. They were informed about the non-species-appropriate conditions under which chickens are kept and cleared up what they could do to remedy the problem. The “Egg Machine” attracted passers-by, and the media as well: The promotion was featured on local and national TV news and numerous major newspapers reported on it. Bloggers found out about the promotion and featured it in their columns. And the Egg machine is still a hot topic.