Crossmedia also means crosswork
Competitions Goldbach Media has presented the first Crossmedia Award. Euro RSCG has won. And with PostMail.
Competitions Goldbach Media has presented the first Crossmedia Award. Euro RSCG was the winner. In the first Crossmedia Award initiated and organized by Goldbach Media, 37 entries were evaluated. Five made it onto the shortlist. Euro RSCG won the trophy with a cross-media case for PostMail. This is designed as a "cobblestone in a Plexiglas box", because crossmedia also has something to do with guerrilla advertising. The jury under President Dominique von Matt essentially evaluated the work according to four criteria.
1 "Intelligent linking": What is the strategy for cross-media use? Did the communication tools reinforce each other or were they merely coordinated?
2 "The degree of innovation": Did the concept break new ground?
3. "Creative implementation": Was the content staged in a media- and target group-specific way? Is a consistent brand language clear and is the creative implementation excellent?
4. "Proof of success": Is it successful in the market? Can you prove the efficiency of the campaign or parts of it?
In the beginning there was a letterThe excellent Euro RSCG campaign for PostMail aims to make letter writing more popular again in Switzerland. However, the campaign does not aim to combat new media such as SMS or e-mail, but rather to reinforce the additional status of the letter. A newly discovered value of the letter is to be highlighted. More and more, sending an important message - such as a job application - in a neat paper form rather than by e-mail is once again seen as a commitment to elegance.
The award-winning campaign for PostMail is based on a single strategic guiding principle that runs through all media. This idea is expressed in the claim: "Great things begin with a letter."
For agency head Frank Bodin, it was important that cross-media in this campaign and in general "not only links the different media channels, but also strengthens them".
Crossmedia undeniably has a certain magic, but it also harbors a certain danger. Crossmedia could become a buzzword, similar to integrated communication - old wine in new bottles?
In a media society with many new channels and opportunities - but limited budgets - the question inevitably arises: How can I make better use of my media money? "Crossmedia gives more return on investment," Bodin is convinced based on his winning campaign. The Crossmedia Award is therefore comparable to an Effie - the criteria are also focused on impact.
New ideas for new media For cross-media to work, a meaningful link is needed that "must direct the target group from one medium to another in an entertaining way".
The campaign for PostMail requires few resources. The limited budget demanded a maximum of ideas that could generate measurable results. Two lead media were used: print advertisements and Switzerland's first "advertising stamp". These appearances were combined with radio spots, online advertising with the internet portal www.briefeschreiben.ch, direct marketing, for example to young entrepreneurs, public relations, for example with the "Write to your star" campaign in the Swiss magazine Schweizer Illustrierte.
In addition to the "revolutionary advertising on a stamp", the campaign includes many other innovations such as a stamp flag with the claim, the claim on the letterbox slot, Letters for Free in trendy places and fully equipped writing sets in post offices.
The PostMail campaign is ongoing and will continue to surprise with new elements in a wide variety of combinations in the future.
From crossmedia to crossworkCrossmedia is only possible in a team because it links several media. Frank Bodin would like to describe the process as "crosswork" and therefore emphasizes the fact that "a lot of people" such as Ruth Zeller, Sonja Hürlimann, the DM Unit, Optimedia and "of course the client" had to work together to further develop the creative ideas in the Euro RSCG's PostMail crossmedia case. New possibilities also mean new structures in the work process and therefore a new type of collaboration. It is not a question of designing a classic campaign and then linking a few "cross-media" elements into it. "The new approach has to be there right from the start."
If you look at the first award and see which 5 out of 37 campaigns made it onto the shortlist, the complexity of the cases is astonishing. A time of rethinking is clearly dawning.
In any case, jury president Dominique von Matt says: "The changes in the media landscape are intensified in the networking of media. The digitalization of the media, the trend towards branded content and 'permission advertising', which is just around the corner, are placing completely new demands on networking. If you don't master them, you will miss your target group."
It is seen as a positive move in the industry that Goldbach Media was the first to address the issue, naturally due to its corporate structure with a wide range of media from television and radio to the Internet and telephone.
Short-ListDove 2004; submitted by Lever Fabergé Feldschlösschen Bier;
Spillmann Felser Leo Burnett Granador 100 % fruit juice;
Jung von Matt/Limmat Opel Tigra Twin Top; Trio SA PostMail; Euro RSCG
One idea begets many children: "Great things begin with a letter" was applied to various media by Euro RSCG in an award-worthy manner.
Andreas Panzeri
1 "Intelligent linking": What is the strategy for cross-media use? Did the communication tools reinforce each other or were they merely coordinated?
2 "The degree of innovation": Did the concept break new ground?
3. "Creative implementation": Was the content staged in a media- and target group-specific way? Is a consistent brand language clear and is the creative implementation excellent?
4. "Proof of success": Is it successful in the market? Can you prove the efficiency of the campaign or parts of it?
In the beginning there was a letterThe excellent Euro RSCG campaign for PostMail aims to make letter writing more popular again in Switzerland. However, the campaign does not aim to combat new media such as SMS or e-mail, but rather to reinforce the additional status of the letter. A newly discovered value of the letter is to be highlighted. More and more, sending an important message - such as a job application - in a neat paper form rather than by e-mail is once again seen as a commitment to elegance.
The award-winning campaign for PostMail is based on a single strategic guiding principle that runs through all media. This idea is expressed in the claim: "Great things begin with a letter."
For agency head Frank Bodin, it was important that cross-media in this campaign and in general "not only links the different media channels, but also strengthens them".
Crossmedia undeniably has a certain magic, but it also harbors a certain danger. Crossmedia could become a buzzword, similar to integrated communication - old wine in new bottles?
In a media society with many new channels and opportunities - but limited budgets - the question inevitably arises: How can I make better use of my media money? "Crossmedia gives more return on investment," Bodin is convinced based on his winning campaign. The Crossmedia Award is therefore comparable to an Effie - the criteria are also focused on impact.
New ideas for new media For cross-media to work, a meaningful link is needed that "must direct the target group from one medium to another in an entertaining way".
The campaign for PostMail requires few resources. The limited budget demanded a maximum of ideas that could generate measurable results. Two lead media were used: print advertisements and Switzerland's first "advertising stamp". These appearances were combined with radio spots, online advertising with the internet portal www.briefeschreiben.ch, direct marketing, for example to young entrepreneurs, public relations, for example with the "Write to your star" campaign in the Swiss magazine Schweizer Illustrierte.
In addition to the "revolutionary advertising on a stamp", the campaign includes many other innovations such as a stamp flag with the claim, the claim on the letterbox slot, Letters for Free in trendy places and fully equipped writing sets in post offices.
The PostMail campaign is ongoing and will continue to surprise with new elements in a wide variety of combinations in the future.
From crossmedia to crossworkCrossmedia is only possible in a team because it links several media. Frank Bodin would like to describe the process as "crosswork" and therefore emphasizes the fact that "a lot of people" such as Ruth Zeller, Sonja Hürlimann, the DM Unit, Optimedia and "of course the client" had to work together to further develop the creative ideas in the Euro RSCG's PostMail crossmedia case. New possibilities also mean new structures in the work process and therefore a new type of collaboration. It is not a question of designing a classic campaign and then linking a few "cross-media" elements into it. "The new approach has to be there right from the start."
If you look at the first award and see which 5 out of 37 campaigns made it onto the shortlist, the complexity of the cases is astonishing. A time of rethinking is clearly dawning.
In any case, jury president Dominique von Matt says: "The changes in the media landscape are intensified in the networking of media. The digitalization of the media, the trend towards branded content and 'permission advertising', which is just around the corner, are placing completely new demands on networking. If you don't master them, you will miss your target group."
It is seen as a positive move in the industry that Goldbach Media was the first to address the issue, naturally due to its corporate structure with a wide range of media from television and radio to the Internet and telephone.
Short-ListDove 2004; submitted by Lever Fabergé Feldschlösschen Bier;
Spillmann Felser Leo Burnett Granador 100 % fruit juice;
Jung von Matt/Limmat Opel Tigra Twin Top; Trio SA PostMail; Euro RSCG
One idea begets many children: "Great things begin with a letter" was applied to various media by Euro RSCG in an award-worthy manner.
Andreas Panzeri
