BRIEF: While marketers bombard consumers with billions of digital ads, the good old print ad keeps losing marketshare. That's why the Newspaper Marketing Association asked us to promote print as superior advertising environment.
IDEA: To position print as the calm answer to the digital madness, we launched a fake company: CONSUMER PENETRATION UNLIMITED® – a bizarre media startup selling ludicrous ad spaces such as Funeral Sponsoring™ or Pre-toilet Ads™.
EXECUTION: CPU® was boldly introduced by German advertising legend Carsten Heintzsch, who staged a comeback as lunatic media mogul and promoted his ad inventory in a viral video, a crazy corporate website, a mailing and even a mobile-game.
RESULTS: CPU® conquered the title page of Germany's biggest marketing newspaper and created an industry-wide discussion around the forgotten effectivenes of print advertising. Our website and mobile game won a Webby Award Honoree.