THE TV-CLOSEDOWN CAMPAIGN by Ogilvy & Mather Vienna for Reed Exhibitions Messe Vienna

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THE TV-CLOSEDOWN CAMPAIGN

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Austria
Agency Ogilvy & Mather Vienna
Executive Creative Director Gerd Schulte-Doeinghaus
Art Director Renate Stoica
Released October 2010

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: REED MESSE WIEN
Product/Service: VIENNA MODEL-MAKERS FAIR
Agency: OGILVY & MATHER VIENNA
Date of First Appearance: Oct 18 2010
Entrant Company: OGILVY & MATHER VIENNA, AUSTRIA
Executive Creative Director: Gerd Schulte-Doeinghaus (Ogilvy and Mather Vienna)
Art Director: Renate Stoica (Ogilvy and Mather Vienna)
Junior Art Director: Heinz Ploder (Ogilvy and Mather Vienna)
Junior Copywriter: Michael Rittmannsberger (Ogilvy and Mather Vienna)
Media placement: TVC - W24 - 18.10.2010

Describe the objective of the promotion.
To promote the date and simultaneously generate interest in the upcoming Vienna Model-Makers Fair in the week before the event. There was no budget for a large advertising campaign.

Describe how the promotion developed from concept to implementation.
Austria is one of the last countries that actually still has programme closedown. At the end of its regular progamme schedule, the Viennese channel W24 airs "Night Tracks", which shows outdoor stretches of the Viennese Tram and Underground network - and that with surprising popularity: late every evening viewers are mesmerised by stretches of tracks, railway bridges and signals boxes.
We decided to take advantage of this format and created a two minute film promoting the Model-Makers Fair to be aired on "Night Tracks".

Explain why the method of promotion was most relevant to the product or service.
Despite the late hour viewing, "Night Tracks" has a large number of followers: train fans, who experience the world from the viewpoint of the train driver – and who also happen to fit 100% within our target group. Therefore, the ideal chance to awaken the inclination to visit the Fair in the week before the event.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Although no classical advertising was used to promote the 2010 Model-Makers Fair, the organisers recorded a 5% increase in visitor numbers on the previous year – and a new record visitor number for the Fair.