To position Eichborn – the publisher with the fly – as a brave, humorous and unconventional publisher at the Frankfurt Book Fair 2009, and to entice the visitors to their exhibition stand.
To achieve our goal we used the Eichborn logo, the fly, to invent a new form of advertising: FLYVERTISING. Or more precisely: the first fly banner in the world. We equipped 200 real flies with an ultralight banner. The line on the banner read: Eichborn. The publisher with the fly. Hall 4.1. Stand E146.
At a big PR event, we released the flies from the Eichborn exhibition stand, from where they conquered the whole exhibition hall and then the whole world. To maximise the effect and spread FLYVERTISING further, we documented the event and uploaded a 90 second viral to YouTube.
FLYVERTISING only cost 500 euros and generated a lot of traffic for the Eichborn exhibition stand. But it didn’t stop there: 800,000 visitors watched the video of the event on YouTube within the first month. TV stations and newspapers all over the world spread the story – not to mention a vast number of blogs. And there were 5,000 more clicks per month on the Eichborn homepage. A remarkable demonstration of the saying ‘small cause, large effect’ and worldwide attention for Eichborn – the publisher with the fly.
We decided on the FLYVERTISING campaign for the following reasons:
1. The campaign uses the Eichborn logo, the fly. This enabled us to create an unmistakeable link to the publishing company.
2. The campaign had to be as humorous, unconventional and brave as the Eichborn publishing company itself. This is why we decided not to use hostesses, floor stickers or any of the usual trade fair communication activities – and invented FLYVERTISING instead.
Advertising Agency: Jung von Matt
Creative Directors: Jacques Pense, Michael Ohanian
Art Directors: Benjamin Beck, Thomas Lupo
Copywriters: Norman Scholl, Lennart Frank
Cannes Lions – 1 x Silver, 1 x Finalist
ADC Europe – 1 x Gold, 1 x Finalist
ADC Germany – 1 x Gold, 2 x Bronze
ADC New York – 1 x Bronze
AME Awards – 1 x Gold
New York Festivals – 1 x Gold, 2 x Silver, 1 x Finalist
Intercontinental Advertising Cup – Finalist
One Show – Finalist
D&AD – In Book