COMPUTER BILD - SPAM
Axel Springer AG
Issue 7 | July 2008
Agency
Jung von Matt AG
Creative Team
Bernd Krämer - Creative Director;Martin Strutz - Art Director;Leif Abraham - Concept;Christian Behrendt - Concept;Robert Ehlers - Copywriter;Janna Brundirs - Copywriter;Manuel Hernandez y Nothdurft - Designer
Production Team
Frederik Mellert - Programming
Other Credits
Fabian Gebbert - Project Manager;Niklas Kruchten - Project Manager
Date
November 2007
Background
Email users receive spam mail every day. The magazine COMPUTER BILD shows how users can protect themselves. Jung von Matt decided to inform consumers with a campaign that takes place where the problem appears - in their inbox.
Idea
The agency sent several email messages to subscribers of the COMPUTER BILD newsletter. When all messages were received, an intimidating skull and crossbones image appeared in the header line of several successive emails listed in the inbox. Upon opening any of the emails, the campaign started up, with each message containing one of 33 tips for avoiding spam. Tip by tip, spam loses its terror.
Results
The response rate was 46% higher than for previous email activities by COMPUTER BILD.
Target Audience
Subscribers of the COMPUTER BILD newsletter
Our Thoughts
The creatives I really admire are those who look at the basics and do something new with them. How can you make the envelope do something no-one’s ever done before? And how can you do something with people’s in-boxes that has never been done before? Here’s how. One of my favourite pieces in this issue because it proves that ingenuity doesn’t have to cost a fortune. In this case it has cost next to nothing.