Triumph-Adler: TWEET-O-COPY

Credits & Description:

Advertiser: TRIUMPH ADLER
Agency: OGILVY GERMANY
Category: Business Products & Services
Advertising campaign: TWEET-O-COPY
Art Director: Hendirk Frey (Ogilvy Germany)
Account Management: Jonas Bailly (Ogilvy Germany)
Chief Creative Officer: Dr. Stephan Vogel (Ogilvy Germany)
Advertiser's Supervisor: Karl Rainer Thiel (Triumph-Adler)
Copywriter: Philipp Wienberg (Ogilvy Germany)
Programming: Ralf Zimmermann (Ogilvy Germany)
Account Management: Yves Rosengart (Ogilvy Germany)
Grafic Design: Andres Escobar (Ogilvy Germany)
Copywriter: Bent Kroggel (Ogilvy Germany)
Advertiser's Supervisor: Judith Appeltrath (Triumph-Adler)
Account Management: Sarah Nawroth (Ogilvy Germany)
Stratetic Planning: Thomas Strerath (Ogilvy Germany)
Art Director: Albert Chan (Ogilvy Germany)
Account Management: Eva Hoffmann (Ogilvy Germany)
Copywriter: Hugo Veiga (Ogilvy Germany)
Copywriter: Lisa Reissner (Ogilvy Germany)
Executive Creative Director: Matthias Storath (Ogilvy Germany)
Creative Director: Tolga Bueyuekdoganay (Ogilvy Germany)
Grafic Design: Willi Weissenburger (Ogilvy Germany)

Strategy
Triumph-Adler produces the TA DCC 2970, one of the fastest photocopiers in the world, copying 75 pages per minute. But none of our prospective clients is aware of this super fast copier. We wanted to find a new way to show our potential clients how fast this copier really is, on a medium they are already using themselves: Twitter. Because most of our clients are tweeting continuously. And Twitter is free.

Effectiveness
In the first three months of our campaign Tweet-o-Copy generated over 50,000 copied Tweets.10% of our potential clients clicked our link which directed them to more information about the copier. 20% of our clients became followers of our account.To our great surprise, sales of our copier TA DCC 2970 went up 500% compared to the same quarter of last year.And we’re number 1 on Google search in our category.

Execution
In order to reach our prospective clients where they already are, we created a Twitter account for our fast copier and retweeted every single tweet of our target group in a split second.With every retweet our clients got our message:Copies faster @TA_Kopierer