Category: Socila Media & Viral Marketing
Advertiser: EVANGELICAL YOUTH COUNCIL IN WÜRTTEMBERG
Product/Service: THE PROTESTANT CHURCH
Agency: JUNG von MATT
Creative Director: Philipp Barth (Jung von Matt)
Creative Director: Holger Oehrlich (Jung von Matt)
Copywriter: Holger Diesinger (Jung von Matt)
Copywriter: Gert Schilling (Jung von Matt)
Art Director: Nadine Glasbrenner (Jung von Matt)
Designer: Robert Jedam (Jung von Matt)
Project Manager: Vanessa Frenkler (Jung von Matt)
Media placement: Social Media Platform - Twitter - December 1st, 2011
Describe the brief/objective of the direct campaign.
To many people, Christmas stands for presents and chocolate first of all. The Evangelical Youth Council in Württemberg (EJW) wanted younger people to rethink the meaning of Christmas, to attract new users and to make them get in contact with the EJW. With the budget far too low for a conventional campaign, we had to think of another way to address our target group.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We take the Christmas story and tell it in a new way. With a protagonist who has not offered his view of the matter before: Joseph. By using Twitter, we make the story happen live – in real-time. Joseph offers a unique perspective and meets people at eye level. His problems become understandable, the story gets exciting again – and we can invite people to take part, to engage themselves and to make contact.
Explain why the creative execution was relevant to the product or service.
With Twitter, we took the Christmas story out of the churches and brought it into people’s everyday lives. So the story gained new relevance and a new meaning for the life of today. Thousands of responses on Twitter prove this. With the last tweet, the users were directed to a landing page that unveiled the EJW behind Joseph and invited the users to stay in contact.
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.
14,531 followers tune in to Joseph within just 3 weeks. Thousands of them engage in the story and answer on Twitter, with comments, questions and good advice. In the worldwide follower ranking, he climbs up to position 17, in Germany even to No.1. Media all over the world report about Joseph, for example on the front page of the German WELT, and with a double-page spread in ‘WELT kompakt’. Joseph is featured in the Times, the Telegraph, TIME Magazine, the National, Daily Mail, the Independent – and even on abc-News.
Media coverage: 70 million people.
Cost: €0.