Advertising has to be creative to attract attention. Correct! But advertising also has to communicate the brand's message. The tightrope walk between absolute creativity and brand message is the skill we are specialised in. Our campaigns don't have the primary aim to gain prizes but to lead the client to success.
Design of Analasyis:
Handcraft in Germany
> Analysis of Self-Perception
> Analysis of external Perception
> Conduction of Brand Ambassador among 7 target groups (high
school students, grammar school students, parents, teachers,
career advisors, journalists and enterprises).
Cognitive Landscape of Handcraft
> Cognitive landscape of the target group "high school
students" for example.
> Cross linking of the following clusters: fun, creativity,
teamwork, skills
Application: Handcraft Association of Hesse
> Cluster from the analysis serve as point of departure for the
creation: fun, creativity, team work and skills.
> Development of a holistic campaign designed to attract
teenagers to a training in handcrafts in Hesse. Implementation
of clusters in print media and broadcasting, events, internet,
etc.
The Outcome: Increase of training relationships in Hesse
> Increase of training relationships in Hesse go up to 2,5%
(2002: -5%)
> Increase of training relationships in the region of Kassel
go up to 3,2% (2002: -5%)
