2009 Winners & Shortlists

A YEAR AT THE SCHOOL OF ENGINEERING

Advertiser	SCHOOL OF ENGINEERING
Product	SCHOOL OF ENGINEERING
Entrant	GOSS Gothenburg, SWEDEN
Type of Entry:	Best Use of Direct Marketing
Category:	DIMENSIONAL MAILING
Title:	A YEAR AT THE SCHOOL OF ENGINEERING
Advertiser/Client:	SCHOOL OF ENGINEERING
Product/Service:	SCHOOL OF ENGINEERING
Entrant Company:	GOSS Gothenburg, SWEDEN
DM/Advertising Agency:	GOSS Gothenburg, SWEDEN
Creative Credits

Name	Company	Position
Johan Nerman	Goss	Copywriter
Albin Larsson	Goss	Art Director
Anna Troglin	Goss	Account Manager
Johan Good	Goss	Account Supervisor
Mimmi Andersson	Goss	Art Director
Ulrika Good	Goss	Copywriter
Jan Eneroth	Goss	Art Director
Micke Schultz	Goss	Copywriter
Mattias Frendberg	Goss	Art Director
Louise Christiansson	Goss	Graphic Designer
Lena Björklund Henriksson	Goss	Production Designer
Elin Andreasson	Goss	Production Designer
Lena Kling	Goss	Account Manager
Monica N Persson	Goss	Account Manager
Fredrik Toreskog	Goss	Account Supervisor
Stig Lundstedt	Goss	Account Supervisor
Robert German	Goss	Digital Director
Elisabeth Berlander	Goss	Copywriter
Gunnar Skarland	Goss	Art Director
John Ahlnér/Anders Wadell	School Of Engenering	Marketing

Details

Describe the brief from the client:

Few girls consider technical studies an option. And those who do, usually head straight for one of Sweden’s two major cities, Stockholm or Gothenburg. How do we interest more girls in studying at a technical university in the middle of nowhere – at the School of Engineering in Jönköping? Maybe not by just sending the conventional catalogue. We needed something to raise their interest before the flood of university catalogues comes pouring through their mail slots. The target group was final year science major girls.

Creative Execution:

Its hard to disregard the chance of looking into your own future and a planner that is all about you, than a 30-page catalogue. The planner also does a better job of describing the adventure that a few years at the School of Engineering in Jönköping can offer. It contains loads of things that is individual to each girl, and specifically adapted for every time planner. This makes it practically impossible not to flick through. Like, for example, gym membership and student union cards. It also contains a newspaper article which is designed exclusively for the recipient. In order to make the time planner feel authentic, each copy was prepared by hand.

Describe the creative solution to the brief/objective.

Before the catalogue was distributed, a time planner was sent out to the target group. One girl in each class got a planner, so that she would spread the word to her classmates. When the catalogue arrived a month later, it was much harder to disregard it. In total, 150 individually adapted time planners were sent out. When the recipient opened the time planner, she realized it was all about her, from beginning to end. It details everything about her coming year at the School of Engineering, right down to her birthday plans.

Describe the results in as much detail as possible.

Our survey showed: 100% target group penetration. 97% now have a more positive attitude towards the school. 83% have shown the calendar to at least 40 people. 24% name the school as a viable option when choosing a school this spring