Consumer Penetration Unlimited ®

10.000 advertising messages per day, per consumer. That’s no communication, but madness. While marketers merely think about Big Data, Retargeting and Conversion Rates, calm and valuable advertising environments like newspapers get neglegted. To tackle this problem we stired up a discussion among media decision makers by questioning their businesses attitude towards consumers. To get their attention we created a bizarr company: CONSUMER PENETRATION UNLIMITED ® – which was boldly introduced by its CEO, German advertising legend Carsten Heintzsch. CPU held up the mirror to the whole industry by promoting over-the-top media penetration tools in a viral video, a crazy corporate website, a mailing and even a mobile-game. Every single touchpoint rose our key question: Go on with the madness? Or do ads that work?

Film
The film created initial momentum for the campaign, the more so because we didn't cast an actor but a real German advertising legend, Carsten Heintzsch (former CCO of BBDO), to represent CPU as CEO – OMG. His comeback as crazy media entrepreneur was reason for a big PR effect in the specialized press, on marketing blogs and the social web.
Mailing
The mailing was directly addressed to media decision makers.
Website
The Corporate Website is representing the mad philosophy of CPU. It's much better to experience the madness than to talk about it: 
 www.consumerpenetrationunlimited.com

Game 
CPU released CONSUMANIAC™ to transform young audiences into the perfect consumers of tomorrow: 
Credits:
Client: ZMG Zeitungs Marketing Gesellschaft, Frankfurt Advertising Agency: : Ogilvy Frankfurt, Germany CCO: Dr. Stephan Vogel Creative Directors: Lothar Müller, Nico Ammann Art Directors: Tobias Ostry, Philipp Unterreiner Webdesign: Philipp Unterreiner, Tobias Ostry Copywriters: Lothar Müller, Jasmin Pickel Account: Fabio Sanfilippo Art Buying: Magdalena Ignatowski Film Production: MUTTER & VATER, Berlin Director:
Max Millies Cast: Carsten Heintzsch Music: MOKOH Music, Berlin Post-Production: ARRI, Berlin
 
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