Generating content to generate business
The “Caught in Cannes by JWT Germany” dialogue campaign
After a longer period of restructuring, JWT Germany needed to boost its reputation and relevance in a market dominated
The “Caught in Cannes by JWT Germany” dialogue campaign
After a longer period of restructuring, JWT Germany needed to boost its reputation and relevance in a market dominated
by independent agencies. At the same time, most German clients still do not go to Cannes. And the German ad press mainly reports about German award winners. At the same time, the business success of many German clients actually depends on
the globalized world.
To deliver global industry knowledge from Cannes and to own it in Germany by creating the interview format: “Caught in Cannes”. Not about awards, all about knowledge.
Prior to Cannes trade verticals of the ad industry were addressed to explain the shift of JWT Germany’s setup and structure.
To deliver global industry knowledge from Cannes and to own it in Germany by creating the interview format: “Caught in Cannes”. Not about awards, all about knowledge.
Prior to Cannes trade verticals of the ad industry were addressed to explain the shift of JWT Germany’s setup and structure.
At the same time existing clients were asked about their “hot topics”. In Cannes, these topics were then debated with global industry opinion leaders. In an exclusive media-partnership the daily episodes ran on Germany’s most important trade publication website (W&V). Post Cannes, the content was reedited as a moderated 80-minute documentary. This became a VIP mailing.
This format not only generated premium content, it also proved the agency’s international understanding, broad knowledge,
This format not only generated premium content, it also proved the agency’s international understanding, broad knowledge,
and opinion leader approach:
• 33.000.000 total reach in earned media
• more than 17.000 Google links to the format
• over 2000 new active users of the agency channels
• 500 VIP contacts (via direct mailing)
• 25% positive
• +54% pitch invites
• +35% job applications
• 33.000.000 total reach in earned media
• more than 17.000 Google links to the format
• over 2000 new active users of the agency channels
• 500 VIP contacts (via direct mailing)
• 25% positive
• +54% pitch invites
• +35% job applications
Before Cannes we asked clients about topics that would interest them.
In Cannes we debated these topics with international opinion leaders.
Content for
… a direct mail to 500 prospective clients - sent out after Cannes.
… a moderated 80-minute documentary film.
… a daily video report reaching the whole industry.
… the new agency channels.
AWARDS
DMA ECHO 2012
Bronce (Direct)
BoB Awards 2012
Bronce (Credentials)
Bronce (PR)
Shortlist (Integrated)
DDP Germany 2012
Shortlist (CIntegrated)
German Mailing Award 2012
Gold (Credentials)
DMA ECHO 2012
Bronce (Direct)
BoB Awards 2012
Bronce (Credentials)
Bronce (PR)
Shortlist (Integrated)
DDP Germany 2012
Shortlist (CIntegrated)
German Mailing Award 2012
Gold (Credentials)
