Stihl: STIHL-AUTUMN CALENDAR 2010

Credits & Description:

Category: Calendars

Advertiser: STIHL VERTRIEBSZENTRALE

Product/Service: STIHL HANDHELD BLOWERS

Agency: EURO RSCG DÜSSELDORF

Agency: EURO RSCG MUNICH

Date of First Appearance: Dec 16 2009 12:00AM

Entrant Company: EURO RSCG DÜSSELDORF, GERMANY

Chief Creative Officer: Felix Glauner (Euro RSCG Duesseldorf)

Creative Director: Torsten Pollmann (Euro RSCG Duesseldorf)

Art Director: Martin Staubach (Euro RSCG Duesseldorf)

Art Director: Kai Tusar (Euro RSCG Duesseldorf)

Art Director: Marie Pielmeier (Euro RSCG Duesseldorf)

Copywriter: Till Koester (Euro RSCG Duesseldorf)

Copywriter: Christoph Mueller (Euro RSCG Duesseldorf)

Management Supervisor: Daniel Grube (Euro RSCG Duesseldorf)

Account Director: Marcus Kotarba (Euro RSCG Muenchen)

Agency Producer: Detlef Stuhldreier (Euro RSCG Duesseldorf)

Producer: Uwe Strahl

Head of Marketing: Michael Liehr (STIHL Vertriebszentrale AG & Co. KG)

Media placement: Direct Mailing - Mailings Distributed To Existing And Potential Customers For STIHL Leaf Blowers. - 16.12.2009



Describe the challenges and key objectives

First of all there was the Idea. We came up with something totally new: in close cooperation with a graduated engineer, we invented the first tear-off calendar that tears off its leaves automatically. A creative idea, that combines technological expectations and brand likeability. The STIHL autumn calendar shows the necessity of STIHL leaf blowers in an entertaining way – day by day.



Describe the brief from the client

STIHL asked the agency to create a calendar as a business gift for about fifty key clients. Besides promoting the STIHL leaf blowers, it also has to highlight the technological expertise of STIHL and increase brand affinity. Explicit request: make something never seen before!



Describe how you arrived at the final design

In this case, design follows idea. We gave the STIHL autumn calendar the simplest shape. While the stainless steel header of the calendar underlines the high-tech-affinity of the brand, the sheets, designed as typical foliage leaves, are showing the organic aspect. And because leaves fall in autumn, the STIHL autumn calendar only covers the time period from 9/23 till 12/21.



Give some indication of how successful the outcome was in the market

After the first 100 STIHL autumn calendars arrived key clients, STIHL got innumerous requests. Due to that, STIHL Germany is planning to produce a second charge of 3500 calendars. And even STIHL International is planning to produce 1000 pieces. Nevertheless, only six days after the demo-video of the STIHL autumn calendar has shown up on youtube.com, it got far over 160.000 hits, thousands of linkings to homepages, blogs and Tweets. Maybe you want to click the video on Youtube too: http://www.youtube.com/watch?v=bjArJd7O1UA