10,000 advertising messages per day. Per consumer. That’s not marketing anymore. That’s madness. In this media overload advertisers think about Big-Data and Retargeting. But not about the calm, valuable and yes, conservative advertising medium newspapers.

In order to make advertisers rethink the worth of newspaper ads we didn’t run ads that claimed “Newspaper works”.

We founded a company that gave the madness of modern advertising a name and a face:

CONSUMER PENETRATION UNLIMITED.

The campaign started with a corporate video of CONSUMER PENETRATION UNLIMITED. But instead of a casted actor we had hired one of Germany’s most well-known advertising personalities as CEO: Carsten Heintzsch (Springer & Jacoby, Saatchi and BBDO – and at the moment unoccupied). He introduced CPU as his new company and lead through the mad philosophy and media product portfolio of CPU. On a website everybody could experience CPU interactively.

Within three days the video made it onto the headlines of Germany’s biggest marketing magazine “HORIZONT” and gained awareness and broadcasting from almost every industry magazine or blog. Advertising Germany was wondering about Carsten Heintzsch and CPU.

After a first wave of buzz we relaunched the video, website and a press-info revealing the newspapers as the sender behind it. And the key question: Go on with the madness? Or do ads that work?

CPU was created to achieve PR-value in the marketing press and blog scene. Because that is where the discussion is taking place. All impact was achieved without a media or PR budget.

The campaign started with a corporate video of CONSUMER PENETRATION UNLIMITED. But instead of a casted actor we had hired one of Germany’s most well known advertising personalities as CEO: Carsten Heintzsch (Springer & Jacoby, Saatchi and BBDO – and at the moment unoccupied). He introduced CPU as his new company and lead through the mad philosophy and media product portfolio of CPU.

The video was seeded online and led to the CPU website where everybody could experience the mad CPU philosophy and media product portfolio interactively: with product features for all of the weird CPU products.

CPU was immediately a trending topic in all German marketing magazines and blogs online. Advertising Germany was wondering about Carsten Heintzsch and CPU.

After a first wave of buzz we relaunched the video, website and a press-info revealing the newspapers as the sender behind it. And the key question: Go on with the madness? Or do ads that work?

CPU had then already made it on the front page of Germany’s biggest marketing magazine “HORIZONT”.

CPU not only gained huge social media buzz in marketing related communities but also 57 % growth in page impressions of the newspapers marketing site (die-zeitungen.de).