Title	ADVERTISER ANONYMOUS ADC HIJACK
Brand	POST CH
Product/Service	DIRECT MARKETING SERVICES
Category	B01. ACQUISITION & RETENTION
Entrant Company	WIRZ WIETLISBACH DIALOG Zürich, SWITZERLAND
Advertising Agency	WIRZ WIETLISBACH DIALOG Zürich, SWITZERLAND

Name	Company	Position
Jörg Bewersdorff	Wirz Wietlisbach Dialog AG	Executive Creative Director
Stefan Dätwyler	Wirz Wietlisbach Dialog AG	Executive Creative Director
Olivier Kälin	Wirz Wietlisbach Dialog AG	Art Director
Anna/Lea Michael	Wirz Wietlisbach Dialog AG	Accout Manager
Johannes Seifert	Wirz Wietlisbach Dialog AG	Art Director

The Brief

Swiss Post wants to position itself as an equal partner of the Swiss creative elite. In order to be as convincing as possible, the company has trained and suitably prepared a number of employees. The challenge: How can the members of the Swiss ADC jury be persuaded to talk to this team?

Creative Execution

The Swiss ADC jury for Direct Marketing consists almost 100% of Non-DM-Experts. These guys are hard to persuade, especially when the addresser is a company like the Swiss Post, which is not regarded as most creative. So we decided to beat the creative elite with there on weapons, on there own turf in there own language. Not just the start the dialogue but also to start a rethinking about what the Swiss Post might be to a gifted creative people: A humorous partner on a level playing field.

Describe the creative solution to the brief/objective.

A job for Advertisers Anonymous! We will use the submission board and the case movie in the ADC category “Direct Marketing” to ambush the members of the jury with our offer of dialogue. It will be impossible to overlook, flick past, click away or throw in the bin.

Results

Every member of the dialogue marketing jury at the ADC saw both our board and case movie voluntarily. And Swiss Post’s offer of dialogue was in fact accepted, with the jury actually calling Swiss Post’s DM service during their deliberations.