Jung von Matt: FIRST!

Credits & Description:

Category: Direct Response Digital: Mobile Marketing

Advertiser: JUNG VON MATT

Product/Service: SELF PROMOTION

Agency: JUNG von MATT

Date of First Appearance: Oct 5 2010

Entrant Company: JUNG von MATT, Stuttgart, GERMANY

Creative Director: Kai Heuser (Jung von Matt)

Creative Director: Michael Ohanian (Jung von Matt)

Idea: Kai Heuser (Jung von Matt)

Idea: Gun Aydemir (Jung von Matt)

Copywriter: Gun Aydemir (Jung von Matt)

Media placement: Hidden Message - Facebook Places Of Competitors - 15 August 2010



Describe the brief/objective of the direct campaign.

Show that the agency is an innovative interactive agency. But not only to the market in general, also to high profile digital creative’s of other agencies.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We hijacked the virtual agencies of our competitors before they even had them. A technical trick allowed us to create places in Facebook before its official launch in Germany. We left our message in the description of every place.



Explain why the creative execution was relevant to the product or service.

With one unconventional thought, we showed the whole market that a classical ad agency can be ahead of the most of the interactive agencies.



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.

When creative’s checked in at their agencies they not only received our message, they also spread it within their network.

The news of the hijack spread like wildfire, with more than 2,000 tweets and retweets in the first three days. The relevant media and blogs discussed our hijack when writing about the launch of Facebook Places in Germany.