Mercedes-Benz Sprinter – The Sprinter applies for a job
Posted: October 12, 2011 Filed under: Cannes Lions, Car, Case History, Direct, Germany | Tags: application, Arno Lindemann, Bernhard Lukas, Cannes Lions, Direct, Germany, letter, Lukas Lindemann Rosinski, Mercedes Benz, sprinter, the sprinter applies for a job, tires Leave a comment »
The brief.
Develop an exclusive mailing campaign for major buyers of commercial vehicles, like fleet managers of big companies and present the Sprinter in a completely fresh and new way. 50% of the target audience was drawn from existing customers. The strategy was to keep the contact and the customer relationship on a very exclusive level and recruit potential customers for a test drive event.
The creative solution
The Sprinter is the one of the best workers a company could have. However, before you can work in a company, you have to apply for a job. So the Sprinter did: he writes his own letter application with special made tires. Each letter of application came with a link to a campaign micro site, providing video evidence that the Sprinter really had written the application itself. We raised the average response rates, because a real application letter will definitely find his way on the manager’s desk.
The creative execution
As already described: The Sprinter is as one of the best workers a company could have. And before you can work in a company, you have to apply for a job. So the Sprinter did: he writes his own letter application with special tires. But also the brand Mercedes-Benz could benefit from this completely new way of communication and strengthen its position as a innovative brand.
The Letter:
Dear Sir or Madam,
My name is Mercedes-Benz Sprinter, and I would like to apply for a position in your company.
I have extensive experience in the area of transport and logistics, with a 15-year track record of continuous personal development that makes me among the most reliable goods transporters around.
I am made by one of the best-known and most prestigious manufacturers in the industry, and have been engineered to deliver hundreds of thousands of kilometres of service.
My greatest strengths are my durability and my large capacity. I would welcome the opportunity to demonstrate my abilities to you in a test drive.
To find out more about me and what I can offer, and for proof that this application is all my own work, please visit www.sprinter-bewerbung.de.
Yours sincerely,
Mercedes-Benz Sprinter
The results
More than 400 letters were printed by a Sprinter. Every print was an individual creation. The cost per print is about 8 Euros. Ca. 120 of them was sent to the main commercial car buyers in a first flight. A second flight will follow. 39% of the recipients watched the video evidence online. Key Account Managers reported a much higher response quote especially in the face-to-face contacts.
Advertising Agency: Lukas Lindemann Rosinski, Hamburg
Executive Creative Director: Arno Lindemann, Bernhard Lukas
Creative Director: Thomas Heyen, Markus Kremer, Jakob Kriwat
Art Director: Markus Kremer, Damian Kuczmierczyk
Copywriter: Thomas Heyen
Designer: Victor Aloji
Director: Marc Bethke
Year: 2011
Silver Lion
Lego (1981/2011) – Builders of Creativity
Posted: July 19, 2011 Filed under: Brazil, Cannes Lions, Case History, Chile, Direct, France, Germany, Guerilla, Legendary, Malaysia, Press/Outdoor, Promotion, Russia, Singapore, South Africa, TV/Film, UK, USA | Tags: 1981, ADVANCE, Alex Schill, Alvin Teoh, Andy Greenway, Anselmo Candido, Arno Lindemann, BBH, Bernhard Lukas, box, Brazil, brick, brick thief, Bruce Hopma, builders of creativity, builders of tomorrow, Cannes Lions, Charles C. Ebbets, control, Copenhagen, costruction site, create the impossible, crocodile, David Mitten, Dean Hacohen, Direct, DM9, Escola Cuca, FCB Johannesburg, fomous children, Gary Goldsmith, Gavin Simpson, Germany, Gran Prix, Jacques Denain, John Hegarty, Jung von Matt, JWT, Kipper, Lego, Leo Burnett, Lowe, Lunch atop a Skyscraper, Nicolas Dume, Nizan Guanaes, Ogilvy & Mather, Oliver Palmer, Outdoor, Pereira & O'Dell, periscope, Polyplaypylene, Press, Propaganda, Robert Gaxiola, rubik cube, Saatchi & Saatchi Singapore, San Francisc, santiago, Serviceplan, spaceship, star wars, street building, TBWA, tractor, TV/Film, violence, words puzzle 1 Comment »KIPPER
An extremely clever ad — one from your childhood. A slightly surreal look at all the things you can make out of a box a Lego. Narrated by Tommy Cooper, a battle ensues between a mouse which, when threatened by a cat, turns into a dog. The cat turns into a dragon and so on, to a submarine and a submarine-eating kipper. The submarine eventually morphs into an elephant, the mouse rebuilds and the elephant faints. Lego: It’s a new toy every day — just like that!
Agency: TBWA London
Creative: Mike Cozens; Graham Watson
Director: Ken Turner
Production: Clearwater Films
Producer: David Mitten
Director of Photography: Tom Harrison
Editor: Patrick Udale
Year: 1981
Grand Prix
FAMOUS CHILDREN
Lego representations of famous people: a dinosaur (Spielberg), a bed (Madonna), a football (Pele), windows (Bill Gates), a man levitating (David Copperfield), a broken man (Mike Tyson).
Agency: DM9 Publicidade
Creative Director: Nizan Guanaes
Copywriter: Nizan Guanaes
Production Company: Jodaf/Joao Daniel Film
Director: Joao Daniel Tikhmoiroff
Year: 1995
Gold Lion
BRAIN
Agency: JWT Publicidade
Creative Director: Anselmo Candido
Copywriter: Ricardo Adolfo
Art Director: Miguel Coimbra
Photographer: Chico Prata
Year: 1998
Bronze Lion
BOX
A group of officials arrive at the house of an ordinary boy to discover that he’s created something extraordinary, which he keeps in a box. All ideas start with imagination.
Agency: BBH
Creative Director: John Hegarty
Copywriter: Roger Beckett
Art Director: Andrew Smart
Photographer: Gorgeous Enterprises
Director: Frank Budgen
Year: 1999
Bronze Lion
SHELF
Headline: All toys, in one
Agency: DPZ Propaganda
Creative Director: Jose Zaragoza/Carlos Rocca
Copywriter: Giovana Madalosso
Art Director: Janaina Pergira
Photographer: Lucio Cunha
Year: 2002
Shortlist
WALL
Headline: The power of the brick
Agency: Lowe, New York
Creative Director: Gary Goldsmith/Dean Hacohen/Bruce Hopman
Art Director: Elizabeth Maertens
Year: 2002
ARROW/HAND
Headline: The most interactive toy.
Agency: DPZ, San Paulo
Creative Director: Carlos Silverio/Francesco Petit
Copywriter: Roberto Kilciauskas
Art Director: Fernanda Fajardo
Photographer: Marcel Vieira
Year: 2004
Shortlist
STREET BUILDING
Agency: Ogilvy & Mather Santiago
Creative Director: Cesar Agost Carreno
Copywriter: Felipe Manalich
Art Director: Sergio Iacobelli/Sebastian Alvarado
Photographer: Juab Carlos Sotello
Year: 2005
Grand Prix (Outdoor Lions)
PERISCOPE/CAT
Agency: FCB Johannesburg
Creative Director: Bret Morris
Copywriter: Lance Vinning
Art Director: Lance Vinning/Charles Foley
Photographer: Gerard Turnley
Year: 2006
Grand Prix (Press Lions)
FIRE STATION/HANGAR/TRAIN STATION
Agency: Saatchi & Saatchi Singapore
Creative Director: Andy Greenway
Copywriter: Stuart Harricks/Roger Makak
Art Director: Stuart Harricks
Photographer: Dean Zillwood/IDC
Year: 2006
Silver Lion for the campaign (Press)/Bronze Lion for the campaign (Outdoor)
BOX
Agency: Saatchi & Saatchi Singapore
Creative Director: Andy Greenway
Copywriter: Stuart Harricks/Roger Makak
Art Director: Stuart Harricks
Photographer: Sam & Boomerang
Year: 2006
Shortlist
COSTRUCTION SITE
LEGO wanted their communication to focus more strongly on the core product: the basic blocks. And at the same time, they still wanted to inspire children of all ages and to stimulate creativity and innovation.
Innovative Media Strategy
Construction sites are normally very boring and makes the surroundings ugly. But by turning the containers placed there into giant LEGO blocks it gave consumers a surprise, making their everyday life a bit more colourful and creative. They could “play on” themselves and start imaging how to build on. As one consumer said: “I was just standing there, waiting for a giant boy to come and build”. The media became the talk of the town. Even the Mayor of Copenhagen was proud of what it did to the city and praised it in several newspapers and television.
Engaging Creativity
LEGO is known for stimulating creativity. Transforming containers on construction sites across the country into giant, colourful LEGO blocks confirmed this for the consumer. And with no logos it also became a pleasent surprise in their everyday life. Was it and ad or wasn’t it? Nobody doubted that LEGO was the brand behind it though.
Encompassing the Audience
By turning containers into outstanding giant LEGO blocks it gave consumers a big surprise, making their everyday life more colourful and creative. In several weeks, the LEGO blocks became the talk of the town.
Effectiveness
- Massive media coverage in more than 20 national newspapers and magazines, national television and radio
- City mayors praising the project
- Hundreds of thousands consumers travelling by the blocks led to maximum awareness on the communication goal.
Art Director: Kenneth Opsund
Year: 2006
ShortlistCOSTRUCTION
Creative Director: Rodrigo Gomez/Michael Angel Cerdeira
Copywriter: Rodrigo Figueroa
Art Director: Michael Angel Cerdeira
Year: 2006
ShortlistBUILDERS OF TOMORROW
Agency: JUNG Von MATT, Hamburg
Creative Director: Arno Lindemann/Bernhard Lukas
Copywriter: Daniel Schaeferk
Art Director: Szymon Rose
Photographer: Achim Lippoth
Year: 2007
Gold LionPLANE/DINOSAUR/BOAT/TANK
Agency: Blattler Brunner, Pittsburg
Creative Director: Jay Giesen/Dave Kwasnick
Art Director: Derek Julin
Year: 2007
POLYPLAYPYLENE
Like no other toy, LEGO is a symbol of fun and creativity. To mark the fiftieth birthday of LEGO in Germany, the idea was to rekindle media representatives’ and LEGO partners’ excitement for LEGO with a high-quality mailing.
LEGO fan and designer Reginald Wagner conceived, designed and photographed his personal LEGO memories with a pinhole camera to keep them from fading. The book’s format is adapted from the form of an individual LEGO brick. The book cover and the flipside are made of real LEGO plates. Journalists were sent the book and could put their name on the cover and share their memories with the designer.
Explain why the method of promotion was most relevant to the product or service.
The title of the book POLYPLAYPYLENE means “plastic that has been played with often” and that’s precisely what this book is about. Endless imagination, an endless number of construction combinations and stories from the LEGO worlds: towns, castles and space.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The first, exclusive edition is out of print; the feedback was overwhelming. A paperback edition of “Polyplaypylene” is currently in print for wider circulation.
CONTROL
Executive Creative Director: Sebastian Alvarado/Nicolas Lopez
Copywriter: Felipe Manalich
Art Director: Felipe Manalich/Sebastian Alvarado
Year: 2008
Shortlist (Press)/Shortlist (Outdoor)RUBIK’S CUBE/BRICK
Creative Director: Jan Rexhausen
Art Director: Keat Aun Tan
Photographer: Keat Aun Tan
Year: 2008
ShorlistWALL/TANK/ALI
Creative Director: Fabien Frese/Daniel Frericks/Gotz Ulmer
ShorlistDRUG/SEX/VIOLENCE
Creative Director: Alvin Teoh
ShorlistDRAGON/PIRATES/SPACESHIP
Creative Director: Richard Copping/Andrew Pech
CREATE THE IMPOSSIBLE
LEGO STAR WARS
CATERPILLAR/MONSTER/WHALE
Agency: Ogilvy Malaysia
ACCOUNTANT/ELECTRICIAN/ENGINEER
SPACESHIP/BEETLE/DEEP OCEAN EXPLORER
Agency: Leo Burnett, Moscow
Creative Director: Mikhail Kudashkin
Art Director: Arina Avdeena
Copywriter: Rodrigo Linhaners
Year: 2011
Gold Lion for the campaign
BRICK THIEF
Agency: Pereira & O’Dell, San Francisco
Executive Creative Director: PJ Pereira
Creative Director: Kash Sree
Copywriter: Jaime Robinson
Art Director: Jason Apaliski
Production Company: Stimmung, Santa Monica
Director: Blue Source
Year: 2011
Shortlist
ARMCHAIR/CAR
WORDS PUZZLE CAMPAIGN: CROCODILE/SPACESHIP/TRACTOR
Creative Director: Byron Balmaceda
Art Director: Gabriela Soto
Copywriter: Byron Balmaceda
Illustrator: Gabriela Soto
Year: 2011
BRICK Campaign
The ads appeared on four consecutive pages. LEGO is a company that has fostered imagination, invention and creativity for over 60 years. So it is unusual for these ads to feature only long copy with minimal imagery. However, upon reading each of these scenarios the ad comes to life in a way that is unique only to the reader and how they see these playtime scenarios in their mind’s eye. Typographic elements of kerning contrasted with tracking allow the reader to almost get lost in the copy selecting keywords for their imagination. The fourth ad in the series, “Yellow Brick” features a notepad with the tagline “Every LEGO brick tells a story. Build yours.”
Advertising Agency: Pereira & O’Dell, Brazil
Chief Creative Officer: PJ Pereira
Creative Director / Copywriter: Aricio Fortes
Creative Director / Art Director: Paulo Coelho
Account Executive: Lo Braz
Illustrator: Eduardo Gomes
Year: 2012
IKEA – The 3-D Cover
Posted: July 18, 2011 Filed under: Ambient, Cannes Lions, Case History, Direct, Germany, Promotion | Tags: 3D Cover, Ambient, Arno Lindemann, Bernhard Lukas, Cannes Lions, Caroline Ellert, Case History, catalogue, Direct, Germany, IKEA, ikea stores, installation, Joanna Swistowski, Jung von Matt, Promotion, replica, Soeren Porst, Tom Hauser Leave a comment »IKEA Germany transformed the two-dimensional IKEA catalogue in 2007 into a three-dimensional installation, creating an exact replica of the living room on the catalogue cover and taking it on tour to shopping malls in 24 German cities.
Mall shoppers were invited to have their photograph taken on the catalogue cover. Five days later they were able to visit their local IKEA store to pick up their personalised version of the catalogue featuring their own photograph.
Describe the objective of the promotion.
The IKEA catalogue is, next to the Bible and Harry Potter, the third most printed publication worldwide. Our objective was to advertise the new IKEA catalogue with an innovative promotion that involved a lot of people and boosted IKEA’s brand appeal. The motto for the promotion was “Fashion for your most beautiful home in the world.” This was the motto of the annual IKEA campaign in Germany for 2007.
Describe how the promotion developed from concept to implementation.
We transformed the two-dimensional IKEA catalogue cover into a three-dimensional installation by creating an exact replica of the living room on the catalogue cover. Our 3-D Cover went on tour throughout shopping malls in 24 German cities. Everyone had the opportunity to have their picture taken on our catalogue cover set. A few days later, participants in the photo shoot could go to IKEA and pick up a catalogue featuring themselves as the cover model! In this way, we made a lot of people a part of the new IKEA catalogue.
Explain why the method of promotion was most relevant to the product or service.
The promotion was held in shopping malls in downtown areas, and the personalized IKEA catalogue was handed out in IKEA stores five days later. We got customers personally involved in the brand, enticing them to come into the store and pick up their catalogue featuring themselves as the cover model.
Almost everyone has a regular IKEA catalogue in their apartment somewhere. But proud owners of an IKEA catalogue with themselves on the cover will pick it up more often, show it to other people, and get more IKEA inspiration for their own home.
Describe the success of the promotion with both client and consumer including some quantifiable results.
A total of 7,120 people had their pictures taken. 4.039 of them picked up their personalized catalogue at IKEA. That´s more than 56%! The promotion not only boosted IKEA’s image, but also increased traffic and sales in IKEA furniture stores!
Advertising Agency: Jung Von Matt
Creative Director: Tom Hauser/Soeren Porst/Bernhard Lukas/Arno Lindemann
Copywriter:Tom Hauser/Caroline Ellert
Art Director: Joanna Swistowski
