| Title | HOWTO IV |
| Brand | OGILVY & MATHER WERBEAGENTUR |
| Product/Service | OGILVY |
| Category |
G02. Illustration |
|
Entrant
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Idea Creation
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Additional Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Additional Company 2
|
H&O FRANKFURT, GERMANY
|
Credits
| Dr. Stephan Vogel |
Ogilvy Germany |
Chief Creative Officer, Copywriter |
| Helmut Meyer |
Ogilvy Germany |
Executive Creative Director, Art Director |
| Asae Tanaka |
Ogilvy Germany |
Art Director, Illustrator, Artwork |
| Jawad Saleem |
Ogilvy Germany |
Art Director, Illustrator, Artwork |
| Angelika Boese |
Ogilvy Germany |
Copywriter |
| Nathalie Schulz |
Ogilvy Germany |
Artbuyer |
| Martina Diederichs |
Ogilvy Germany |
Artbuyer |
| Janina Schulikow |
Ogilvy Germany |
Illustrator, Artwork |
| Joachim Bacherl |
Ogilvy Germany |
Photographer |
| Alex Pfaff |
H&O Frankfurt |
Production |
| Uschy Koebe |
H&O Frankfurt |
Production |
The Campaign
The title of HowTo 4 is “Stop Advertising. Start Entertaining.” Here, we show how to successfully lead brands in an ever more fractal media landscape. It is a current topic and speaks to young target groups. Our experience with the last issues of the magazine taught us that students like it because of its content as well as its high-quality creations. Therefore, HowTo is a valuable touch point for the recruitment of junior staff at universities.
The many complex illustrations by renowned illustrators in the magazine are distinctive eye catchers and an extraordinary flagship for the agency. They unfold a very different effect compared to purely commercial work examples that are usually used for an agency’s public image.
Creative Execution
On the posters we deliberately used only a short title information and a call to action: “’Stop Advertising. Start Entertaining.’ The new Ogilvy magazine HowTo No 4. Order now under info@ogilvy.de.” The striking illustrations on the magazine draw the attention of the target group and awake their interest.
Indication of how successful the outcome was in the market
At universities, the mailing was received very well. Shortly after sanding in January 2016, we got the first pre-orders of the magazine, there were even some university professors who asked for batches in order to use them for their design seminars.
In order to make future colleagues aware of the upcoming magazine, we used it also as a recruitment measure and sent about 250 posters with hand-picked, striking illustrations from the magazine HowTo 4 with a letter of our CCO to selected universities in German-speaking countries.