Haomei Aluminum Co: NOISY OUTSIDE CAMPAIGN

Credits & Description:

Category: Best Use of Ambient Media: Small Scale

Advertiser: HAOMEI ALUMINUM

Product/Service: BUCALUS SOUNDPROOF WINDOWS

Agency: LEO BURNETT GUANGZHOU

Date of First Appearance: Dec 1 2010

Entrant Company: LEO BURNETT GUANGZHOU, CHINA

Executive Creative Director/Copywriter: Chong Kin (Leo Burnett)

Creative Director/Art Director: Darren Zhang (Leo Burnett)

Creative Director: Jennifer Wang (Leo Burnett)

Creative Director: Well Tan (Leo Burnett)

Art Director/Designer: Chanson Li (Leo Burnett)

Account Supervisor: Jon Leung (Leo Burnett)

Account Manager: Nikko Zeng (Leo Burnett)

Photographer: Shiyuan Gao

Media placement: Poster Campaign - 3 Versions - Guangzhou Exhibition Centre - 1 December 2010



Insights, Strategy & the Idea

Noise pollutions from construction sites, crowds and traffic are common in China. People who live near construction sites or high traffic streets have to close their windows to keep away from these annoying noises for a quiet in-home environment. Leverage this insight, a special outdoor advertising is created and launched around commercial buildings, shopping malls and IKEA to let the audience shut these noises up completely by closing the Bucalus window.



Creative Execution

To demonstrate the effectiveness of good soundproof windows by engaging the consumers with actual sound and scenarios via special outdoor advertising located at commercial buildings, and furniture malls like IKEA. When the window is ‘opened’, actual noise stems from the poster, until the window is shut again.



Results and Effectiveness

Over 1000 people each day experience the perfect effect of Bucalus soundproof window.



60% more people dialed the consultation hot line.



Sales increased by 34.7%