Design > Graphic Design & Design Crafts
THE RED-THREAT-BOOK
OGILVY & MATHER ADVERTISING, Dusseldorf / GLAXO SMITH-KLINE / 2011
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
Within the scope of an Abtei communication offensive, the task was to make the brand more accessible for a younger target group.
ClientBriefOrObjective
Students seemed a target group worthy to be conquered, because of their high pressure to perform.
Effectiveness
The book was displayed at universities during their exam periods. Shortly after the campaign was started, sales rose by about 48%.
Execution
We created a book of presentation guidelines for students which translates the idea of the "red thread" one-to-one; the book's contents are stitched with a single red thread. In addition to the 10 tips for a successful presentation, the brand lends its own weight: Abtei Ginkgo Plus - a dietary supplement which strengthens memory and concentration.
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