Title	THE TEAR-OPEN-MAILING FOR "MEIN KAMPF – AGAINST RACISM"
Brand	GESICHT ZEIGEN! AN ASSOCIATION ENCOURAGING PEOPLE TO STAND AGAINST RACISM IN GER
Product/Service	MEIN KAMPF - AGAINST RACISM
Category	A08. Charities, Public Health & Safety, Public Awareness Messages
Entrant	OGILVY & MATHER BERLIN, GERMANY
Idea Creation	OGILVY & MATHER BERLIN, GERMANY
Media Placement	EUROPA VERLAG Munich, GERMANY
Media Placement 2	EUROPA VERLAG Berlin, GERMANY
PR	CARLSBERG & RICHTER Munich, GERMANY
PR 2	BARBARA STANG PR Berlin, GERMANY
Production	PIRATES 'N PARADISE Düsseldorf, GERMANY
Production 2	TONY PETERSEN FILM Berlin, GERMANY
Production 3	PAS DE DEUX Berlin, GERMANY
Additional Company	GESICHT ZEIGEN! Berlin, GERMANY
Additional Company 2	LAIF AGENTUR FUER PHOTOS & REPORTAGEN Berlin, GERMANY
Additional Company 3	VIVIDGREY.DE Berlin, GERMANY
Additional Company 4	H&O FRANKFURT, GERMANY

Name	Company	Position
Tim Stuebane, Birgit van den Valentyn	Ogilvy Germany	Executive Creative Director
Bjoern Kernspeckt, Stese Wagner, Sebastian Kraus, Daniela Schmidt	Ogilvy Germany	Creative Director
Matthias Bauer, Philipp Bertisch, Andreas Richter, Stephan Westerwelle, Joschka Wolf, Colja Lorig, Michael Mogk	Ogilvy Germany	Art Director
Janne Sachse, Anke Roell	Ogilvy Germany	Copywriter
Rochus Landgraf	Ogilvy Germany	Social Media Strategie
Carsten Kaiser, Stephen Kimpel, Patricia Podewin, Iskra Velichkova, Samet Akti	Ogilvy Germany	Account Management
Martina Diederichs	Ogilvy Germany	Art Buyer
Lutz Meier	Freelancer	Copy Editor
Dominik Thomas Butzmann	Laif/Agentur für Photos & Reportagen	Photographer
Simon Geis	vividgrey.de	Post Production Press
Georg Ilse	Ogilvy Germany	Agency Producer
Florian Baeker	Tony Petersen Film GmbH	Director, Film Producer
Kathie Fischer	Tony Petersen Film GmbH	Editor
Kris Steininger	Pas de Deux	Music & Sound
Christian Strasser	Europa Verlag, Berlin/Munich/Vienna	Publisher
Anna-Karina Berels, Anna-Lena Daniels, Laura Kolb, Julia Steckel	Ogilvy Germany	Public Relations (Agency)
Claus-Martin Carlsberg	Carlsberg & Richter GmbH & Co. KG	Public Relations (External)
Barbara Stang	Stang PR	Public Relations (External)
Uwe-Karsten Heye, Sophia Oppermann, Rebecca Weis	Gesicht Zeigen! An association encouraging people to stand against racism in Germany	Advertiser's Supervisor
Dr. Stephan Vogel	Ogilvy Germany	Chief Creative Officer
Uschy Koebe, Knud Schlaudraff	H&O Frankfurt	Print Producer

The Campaign

We stand against the re-publication of Hitler’s "Mein Kampf" in Germany with an open-minded book: "Mein Kampf – against racism"! Exactly at the same time of publication, with the same title and layout as the original, our counterbook features 11 people and their struggle against racism. With 11,000 books and 11 different covers available in every bookstore and via Amazon we are fighting back – using the tumult around “Mein Kampf”, turning it into discussion about increasing everyday racism and how to act against it. Because of our limited budget we had to evoke a strong PR effect. Therefore we developed a provocative physical mailing with Hitler’s face printed on it. It looked like a book delivery of “Mein Kampf”. But by opening it the receivers were tearing Hitler’s face apart and the cover of our book “Mein Kampf – against racism” became visible. Thereby they became an activist, too.

Campaign Success

Two weeks before the official booklaunch we sent our Tear-Open-Mailing to 150 journalists and celebrities in order to engage them with our book. The package they got as a physical mailing looked like a book delivery of Hitler’s “Mein Kampf”. By opening it they were tearing Hitler’s face apart and the cover of our book “Mein Kampf – against racism” became visible. “Thank you for your engagement against racism.”, a line reads. A personal letter from the publisher called to action: we wanted them to do the next step against racism by sharing their thoughts about the book with the public or share their media time with us.

Describe the success of the promotion with both client and consumer including some quantifiable results

Our Tear-Open-Mailing activated incredible 38% of the recipients and moved them to do something about the book: they tweeted, posted, filmed, they wrote articles or invited us to their Radio and TV-Shows. With our book we pleasently hit the nerve of time in a Europe moving towards right-wing populism. It became the relevant topic across society. Only after one month, the book with its campaign is a huge success: - Top15 bestseller on Amazon - First edition of 11,000 books nearly sold out - Well attended lectures in bookstores - Huge social buzz and a media resonance – from frontpage stories in popular newspapers to Thursday night tv-talkshows – led to 645 mio contacts and a gross media-equivalency value of 14.8 mio Euro - reduced sentiment ratio of Hitler’s "Mein Kampf" by 12 points in social web – that means: people were mobilised to comment against the Nazi manifesto

Explain why the method of promotion was most relevant to the product or service

It’s a provocative mailing, which was the activating key for us to get journalists and celebrities involved in the campaign. This promotion turned them into activists against racism and made them spread the word wholeheartedly.

The book and the campaign should 1. reclaim the conception of the two words “Mein Kampf” from the Nazis 2. create a spectacular trigger for PR and social media to ignite a discussion about the society in Germany drifting to the right 3. wake up, inspire and encourage the silent majority in Germany to stand up against increasing racism in everyday life. Also the mailing for journalists and celebrities should wake up the sleeping struggler in the recipients. As we wanted them to do something that really matters about the book, we had to send it to them physically for a bigger impact. In terms of the costs for such a mailing we were focussing on a small group of precisely selected 150 journalists and celebrities, we knew they were already in contact with the association ”Gesicht Zeigen!” and/or would most probably support the book because of their well-known attitude.