Category: Business Products & Services
Advertiser: EDDING INTERNATIONAL
Product/Service: EDDING
Agency: KEMPERTRAUTMANN
Account Manager: Niklas Kruchten (Kempertrautmann)
Account Manager: Elisabeth Einhaus (Kempertrautmann)
Account Manager: Dorothea Feurer (Shift)
Creative Director: Christoph Gähwiler (Kempertrautmann)
Creative Director: Stefan Walz (Shift)
Creative Director: Gerrit Zinke (Kempertrautmann)
Creative Director: Christian Fritsche (Kempertrautmann)
Art Director: Alexander Müsgens (Kempertrautmann)
Art Director: Simon Jasper Philipp (Kempertrautmann)
Art Director Interactive: Johannes Widmer (Shift)
Graphic Designer: Felix Demandt (Kempertrautmann)
Graphic Designer: Tomek Strzalka (Kempertrautmann)
Graphic Designer: Enrico Hoppe (Kempertrautmann)
Copywriter: Christoph Gähwiler (Kempertrautmann)
Copywriter: Max Biedermann (Kempertrautmann)
Technical Planning: (Shift)
Programming: (CTNM computertechnologie + neue medien)
Music/Sound Design: (Supreme Music)
Film Production: (Five Three Double Ninety Filmproduction)
Special Effects/Animation: (Optix Digital Pictures)
Media placement: Documentation - Http://vimeo.com/38870492 - 15 March 2012
Media placement: Website - Http://type-For-Type.com/ - 28 March 2012
Media placement: Facebook - Http://on.fb.me/I9xdQc - 28 March 2012
Describe the brief/objective of the direct campaign.
In 2011 with the Wall of Fame, an innovative dialogue platform was created for edding. For the first time there was direct feedback to the company from a very demanding target-group: designers and illustrators from around the world - people who can only be reached effectively through online media today. Knowing that, it was decided to reactivate the contact and get back into their focus with a new idea.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
For the dialogue a new edding was created: The edding850 typeface. This also makes good on an old promise: 'An edding writes on anything' - now on the computer too. At first on type-for-type-com. The download page describes the deal with the target-group: To unlock the font-download the user must leave a permanent message in the collaborative text-editor. If the user writes 'edding', the logo appears so we didn’t miss a single message to the company. With every download comes a PDF-magazine to maintain ongoing dialogue. By making its way into the font menu, the font makes this contact permanent.
Explain why the creative execution was relevant to the product or service.
A great share of this advertisement-critical target group spends most of their of time in front of the computer - for work but also for fun and inspiration. Type for Type provides a surprising deal to get in contact with the company. The project gallery, the PDF-magazine and Facebook become a space for their creativity, but they also ensure ongoing communication with the target group.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In the first weeks the collaborative text-editor grew hundreds of pages, the font was downloaded over 8,000 times, the 5-minute documentary was watched over 40,000 times on Vimeo alone and thousands of tweets and blog post appeared regarding the project. Even better for edding: Thousands of users messaged the company directly via type-for-type.com