Title	PITCHER, THE AGENCY MATCHMAKER
Brand	WOEDEND!
Product/Service	MOBILE APP
Category	A08. USE OF MOBILE DEVICES IN A MEDIA CAMPAIGN
Entrant Company	WOEDEND! Amsterdam, THE NETHERLANDS
Advertising Agency	WOEDEND! Amsterdam, THE NETHERLANDS

Name	Company	Position
Merien Kunst	Woedend!	Creative Director
Max De Vries	Woedend!	Account/Strategy
Paul Van Uden	Woedend!	Art Director
Mariska Rijnaarts	Woedend!	Designer
Jeroen Feenstra	Woedend!	Animation
Jan Guichelaar	Woedend!	Development
Jos Faber	Woedend!	Development
Majke Hogendorp	Woedend!	Producer
Bert Hagendoorn	Woedend!	Pr

Results and Effectiveness

The idea was successfully picked up in (inter)national press with over 180.000 news impressions. In the Netherlands, an estimated 90% of the target audience (brand marketeers) were reached. The campaign video was viewed 25.000 times. The app was downloaded over 5.000 times. Most importantly, the app has already guided new clients to the agency. Fun facts: No agencies asked to be removed from the app. Hundreds of agencies from around the world emailed with requests to be added. And requests for local versions of the app poured in from over 20 countries, including dozens from the US and Canada.

Creative Execution

By offering a semi-serious app to make pitching as easy as a date on Tinder, the agency took an original approach to an old discussion. They presented a solution that was disruptive and a starting point for conversation. With a tongue-in-cheek product movie and an app that offered real functionality, the campaign was designed to spark the interest of communication professionals from both sides of the fence: marketeers and agency professionals. Through media attention, the mobile app could lock the name of the agency in the minds of the marketeers: "if an agency finds such a playful way to address this marketeer's issues, it probably understands other marketeer's challenges." Or, in other words: "What a silly idea... But I should check it out. Who made it?"

Insights, Strategy and the Idea

Putting the agency on top of mind of the marketeers in the Netherlands. And as an altruistic side-effect, doing the same for a few dozen other small to mid-sized agencies! Relationships between ad agencies and marketeers are getting shorter every year. Marketeers often pick the household names or a vague recommendation and not necessarily for the best agency with the best fit. The agency discovered a cheerful way to create added value for Dutch marketeers. It takes a positive approach to the topic of pitches by offering a mobile solution that actually works and implicitly asks a question: should you set up a pitch in only a few swipes? Pitcher, a Tinder app for marketeers. It makes finding a new ad agency a no-brainer. Within in minutes you set up a pitch, by swiping through a list of great agencies and inviting the shortlist directly from the mobile app.