Wicked Headline!

Background

The aim of the campaign was to get young talents to apply for the Texterschmiede, the elite academy for ‘copywriters to be’ in Germany.

Idea

What’s the most important thing for a young copywriter? To have great ideas, of course. And that’s where Proximity Germany’s idea comes in. They marked and labelled the best headlines on current outdoor advertising, homepages and in radio ads with the question, ‘Could YOU do that, too?’

Using stickers, banners on the net and a radio spot, they challenged potential students to download the online copy test in order to apply for the Texterschmiede. They also sent emails to 20,000 recent graduates encouraging them to go to the website to take the test.

The idea puts the media affinity of young talented copywriters to the test and plays upon their ambitions to create great advertising as well. And their first step on the way to fame and glory in the world of advertising is to apply for studies at the Texterschmiede.

Results

The campaign was able to increase the download rate from an average of 33 per week to 107. This equates to a rise of over 329%. On 16 May, the day after the campaign started, there were 330 downloads of the application forms. The media also picked up on the activity (eg www.spiegel.de, Horizont, www.bbdo.de, www.onetoone.de).

Target Audience

Young copywriter talents or young people in the decision stage shortly before the start of their working life.

Size

100 arrow stickers and pasted outdoor advertising; 20,000 emails.