Tom de Keizer "Learn real motorcycling"

Dutch winters are wet and cold, making motorcycling a much less attractive proposition. For this reason, interest in motorcycle lessons drops significantly during this period, meaning that Tom de Keizer must actively pusue new students. In the Netherlands, children put playing cards in the spokes of their bike wheels to create a rattling sound, which, in their imagination, transforms their bicycle into a motorbike. This factor was the basis for their promotion, targeted at students. They placed 500 discount cards in the form of a motorbike licence between the spokes of their bicycles, wich gave them the opportunity to take motorcycle lessons at a discount price. The results: 31 free trial lessons (objective 20) & 18 new participants (objective 10).

Agency: &Koenseseverein Amsterdam, The Netherlands.

Panamericana School of Art and Design.

How far does your creativity go?

Agency: AlmapBBDO São Paulo, Brazil.

Children’s speech therapist "Lost letters"

To promote a children's speech therapist consultant with a limited budget. On the playgrounds in the area of the speech therapist office, they left hundreds of "lost letters". Each letter had a sign "We'll help your child to find all the lost letters" and the docter's phone number on it. When children found these letters they brought them to their parents together with their message. The number of the docter's visitors increased by 15%. Some of them came with the found letters, wich were put back on the playgrounds.

Agency: Adventa Lowe Kiev, Ukraine.

Hiltl "Giant Bowls"

How everyone got talking about a new cooking school. The goal was to publicize a new cooking school in Zurich called Hiltl. The challenge was that the launch took place in mid-summer. This is a time of year when the target audience is outdoors until late in the evening. For this reason, the fountains in the most popular squares in and around Zurich were used as advertising media. The fountains were turned into huge woks, frying pans and soup dishes with wooden ladles up to 6 meters in length and plenty of dry ice. The message was placed directly on these, complete with the website address for more information and registration. The main target audience comprised young urbanites from Zurich and surrounding areas interested in learning to cook. This target audience is hard to reach with traditional media like TV or radio in mid-summer as they spend so much of their life outdoors. The new cooking school quickly became a talking point in the city. It was fully booked for 12 weeks after the campaign. Newspapers, magazines and radio stations reported on the unconventional media strategy and multiplied the advertising effect.

Agency: Ruf Lanz Zurich, Switserland.

Lego Education Centre "Pavement"

A Lego Education Centre recently opened in Brisbane and to create awareness Publicis Mojo Brisbane took advantage of the safety bubble-mats found on steps and footpaths around the city.

Agency: Publicis Mojo Brisbane, Australia.

Calcutta School of Music "Learn to appreciate"

Every year Calcutta School of Music enrolls students for classical music classes. Their aim was to generate awareness and enthusiasm about thes classes. Nations of bach, Haydn and Mozart were made visible across busy junctions of the city by using overhead wires and staves. The notes were also played through the kiosks, evoking an instant responce. The message was immediately communicated to the music enthusiasts and prospective students across Kolkata.

Agency: Ogilvy & Mather, India.

Dead End Job.

As a parent, one of your greatest fears is your child failing at school and jeopardising their future. Academic Excellence provides a range of computer-based educational tools that can help bring children who are struggling at school back up to speed. They wanted to bring the parent's fear to life in a dramatic manner. By showing the kind of job no parent would want their child ending up in, the sandwich board guy who hands out flyers. While the sandwich board highlights the problem, the flyer highlights the solution, that Academic Excellence can help your child achieve success. Job well done. A relevant message delivered in a humorous way straight into the hands of the target market at a time they are thinking about their child's schooling, after school pick-up time. And over 30 sales leads generated in the week of activity.

Agency: Proximity Auckland, New Zealand.

Berlitz "Incomprehensible danger signs"

Demonstrate the essantial advantages of understanding a foreign language. They set up danger signs throughout the city. But their meaning was not understandable just by the icons. Therefore the knowledge of a foreign language was necessary. people were requested to send a photo of the warning sign per MMS to Berlitz. Immediately they received the translation together with a list of language courses that could be booked directly with the mobile phone as well. Never before danger signs were noticed and photographed with such attention. traffic on the Berlitz homepage increased by 3% during the period of the camapign, booking of language courses even by 8%. Bronze Eurobest Winner 2007.

Agency: DDB Germany, Berlin.

The Planet Drum "Chopsticks"

The Planet Drum, a percussion school in Berlin-Kreuzberg, wanted a cool promotion for their drum lessons. The briefing said that the concept had to be easy to realize, cheap and that it should give people the feeling of what it is like to play the drums and live life at a steady rythm. So… thinking about a place where you’d actually need to use two wooden sticks, the easiest solution seemed to be Asian restaurants, and thus about a 1000 small packets were produced with drum/chop sticks in them. An agreement had been made with the Asian restaurants in the neighborhood of the Planet Drum school, and even before dinner was served, you’d receive this pack of sticks with on the back instructions of how to hold the drumsticks and use the dish, glass and a possible dinner partner as objects to drum on.

Agency: WE DO Communications, Germany.

Peruvian Institute of Advertising "Monsters"

These are sheets of a drawing book delivered to first-year ad students. Each sheet shows the watermarked image of a monster. To se it on a laptop screen, lean back the screan until it gets visible.

Agency: Leo Burnett, Peru.

Mackenzie School's Pencil.

Mackenzie School wanted to do something on Education Day, April 28, in order to raise the awareness of students and parents to the illiteracy problem in brazil. Pencils with the word "illiteracy" printed on them were distributed at the school's entrance. As the pencil was used, the word disappeared. A second phrase compelted the message" Only education can put an end to it".

Agency: Publicis São Paulo, Brazil.

Panamericana School of Art and Design "Want to learn how?"

Alternative Media for the Panamericana School of Art and Design.

Agency: AlmapBBDO, Brasil.

Conservatoire de Musique Ilyes Jaryan "Violin"

To target potentional clients, the music school “Conservatoire de Musique Ilyes Jaryan” and the agency decided to communicate during la Semaine de la Musique Instrumentale, a famous music festival in Tunis. The idea was to make flyers and place them on the windscreens of the cars parked in the car parks dedicated to the event as well in the near area of the concerts.

Agency: Memac Ogilvy Label, Tunis.

Sterling “News bite”

Being a qualified dog trainer, Sterling needs the most effective channel to reach its selected target market. The prospective clients are selected based on information acquired from dog groomers, breeders or dog clubs. These sources give out information about which dog owners may need help from Sterling to train their dogs. Sterling then directly distributes the direct mail just like how newspapers are delivered, which is thrown to the doorstep of each prospective client.

Agency: David Jakarta, Indonesia.

Vivianne's Studio "Ballet classes"

Self promotional poster for ballet lessons.

Agency:

Piano lessons.

Self promotional poster for piano lessons.

Agency: Ogilvy Comunicacao, Brasil.