Reed Exhibitions Messe Vienna Promo THE WORLD'S SMALLEST CAMPAIGN by Ogilvy & Mather Vienna

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THE WORLD'S SMALLEST 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 Renée Reust
Copywriter Doris Partl
Released October 2010

Credits & Description

Category: Entertainment & Leisure
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)
Copywriter: Doris Partl (Ogilvy and Mather Vienna)
Art Director: Renée Reust (Ogilvy and Mather Vienna)
Junior Copywriter: Michael Rittmannsberger (Ogilvy and Mather Vienna)
Junior Art Director: Heinz Ploder (Ogilvy and Mather Vienna)
Graphic Designer: Klaus Seethaler (Ogilvy and Mather Vienna)
Media placement: Citylights and Posters - City of Vienna - 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.
In order to inspire as many people as possible to visit the Model-Makers Fair at short notice, miniature posters and Citylights in the scale of 1:20 were placed in the streets of Vienna in the week before the event. The tiny scale of the advertising space did not impair its effect in any way – rather the opposite.

Explain why the method of promotion was most relevant to the product or service.
The attention to detail and precision of the carefully produced 1:20 scale poster and Citylight frames left as lasting an impression as the models and exhibits themselves, whilst simultaneously revealing a foretaste of the upcoming Fair.

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