Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: MENSCHEN FÜR TIERE
Product/Service: ANIMAL PROTECTION
Agency: JUNG von MATT
Chief Creative Director: Armin Jochum (Jung von Matt)
Executive Creative Director: Wolf Heumann (Jung von Matt)
Executive Creative Director: Andreas Ottensmeier (Jung von Matt)
Art Direction: Hendrik Frey (Jung von Matt)
Art Direction: Hans-Peter Sporer (Jung von Matt)
Art Direction: Tilman Gossner (Jung von Matt)
Writer: Christian Kutscheid (Jung von Matt)
Writer: Torben Otten (Jung von Matt)
Writer: Georg Baur (Jung von Matt)
Account Supervisor: Daniel Kiessling (Jung von Matt)
Agency Producer: Danilo Kloefer (Jung von Matt)
Producer: Guido Wolff (Slaughterhouse)
Director: I Am Svensson (Slaughterhouse)
Editor: Bo Ismono (Slaughterhouse)
Camera: Jasper Engel (Slaughterhouse)
Music: Damien Damien
Media placement: QR Code - Poster, Billboards Etc. - 30.01.2012
Describe the brief/objective of the direct campaign.
Noah is a German animal protection society. For years Noah has been fighting against animal experiments. But up to this day cosmetic products are still tested on animals on behalf of a giant industry and covered by lobbyists in Brussels. But how could the consumers ever find out?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We replaced the QR Codes on cosmetic posters with new QR Codes. Once scanned you would not only see a video clip of an animal experiment, but also have access to printable QR Codes. This way, consumers turned into allies and were able to replace QR Codes on cosmetic posters by themselves. So our message kept spreading further.
Explain why the creative execution was relevant to the product or service.
Fighting with courage for the rights of animals is the DNA of NOAH. Our campaign – just on the fringes of legality – brought bright media coverage and even more respect in public.
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.
Just a week after being on air, what we predicted, happened. The industry forced us to stop the campaign. This caused a giant media echo. With next to no budget we infiltrated almost every cosmetic poster with a QR Code in Germany and were able to spread our message throughout the country. And suddenly animal testing for cosmetics became a public topic again – even without our QR Codes.