Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: LOEWE OPTA
Product/Service: LOEWE INDIVIDUAL
Agency: SCHOLZ & FRIENDS
Chief Creative Officer: Martin Pross (Scholz & Friends)
Chief Creative Officer: Matthias Schmidt (Scholz & Friends)
Executive Creative Director: Niels Alzen (Scholz & Friends)
Creative Director: Oliver Grandt (Scholz & Friends)
Creative Director: Willy Kaussen (Scholz & Friends)
Art Director: Anna-Verena Heidekrueger (Scholz & Friends)
Copywriter: Vicky Jacob-Ebbinghaus (Scholz & Friends)
Account Manager: Joris Jonker
Account Manager: Sarah Kircher (Scholz & Friends)
Agency Producer: Mark Rota (Scholz & Friends)
Agency Producer: Katharina Meyer (Scholz & Friends)
Agency Producer: Kai-Christopher Schlueter (Scholz & Friends)
Film Production: Bakery Filmproduktion
Producer: Axel Doepner
Director: Michael Maas
Director: Philipp Gregor
Camera/Editor: Florian Scholz
Camera: Christoph Boeske
Music: Groove Island Duesseldorf
Post Production: Slaughterhouse Hamburg
Media placement: Café - In The Foyer Of The 'Deichtorhallen' In Hamburg - 02. January 2012
Insights, Strategy & the Idea
The event’s objective was to demonstrate Loewe TV’s superior colour brilliance to a sophisticated target group willing to pay up to €10,000 for a premium TV. It aimed at generating quality leads as well as convincing the target group to visit Loewe showrooms.
Loewe builds the best and most expensive TVs in the world. The promotion had to reach a sophisticated target group with high expectations towards design and technology. If they spend money for a TV set, they expect nothing less than the best.
Thus, we left the world of the electronics store behind and went to a place where this exclusive audience could be found: The Deichtorhallen. One of Germany’s most prestigious museums for contemporary art and photography.
The relevant message was: Loewe Colour Brilliance. Everything pales by comparison.
The promotion fit perfectly to the exhibition but was still outstanding enough to leave a lasting impression.
Creative Execution
The concept was to demonstrate in a unique way how Loewe colour brilliance lets everything else look pale by comparison. In the foyer of the 'Deichtorhallen' in Hamburg, one of Germany’s most prestigious museums for contemporary art and photography, a rather unusual café was built: a café in which everything was completely grey and colourless. Visitors were able to witness a scene unfold in this grey café. Simultaneously the same scene was played out on a Loewe TV – in brilliant, vibrant colour. To support this completely new and unique use of media, sales folders with more detailed product information were available on site and received with great interest.
Results and Effectiveness
The event caught every visitor’s attention right in the foyer of the 'Deichtorhallen'.
As a result the promotion generated up to 5,000 valuable contacts in the relevant target group. Furthermore the demand in Loewe showrooms across Hamburg was increased by 23%.