Advertiser: WMF
Product/Service: WMF
Agency: KNSK WERBEAGENTUR
Chief Creative Officer: Detmar Karpinski (KNSK Werbeagentur)
Creative Director: Tim Krink (KNSK Werbeagentur)
Creative Director: Ansgar Böhme (KNSK Werbeagentur)
Creative Director: Ulrike Wegert (KNSK Werbeagentur)
Copywriter: Ulrike Wegert (KNSK Werbeagentur)
Agency Producer: Kerstin Arndt (KNSK Werbeagentur)
Art Buying: Julia Gaentzsch (KNSK Werbeagentur)
Graphic Design: Sidney Taper (KNSK Werbeagentur)
Media placement: ice projection on hockeyfield - hockey stadium - 10 January 2012
Describe the objective of the promotion.
WMF cutlery is 150 times more scratch-resistant than normal stainless steel. In front of 7,000 spectators, mostly families, the Freezers Junior Team rode their sharp skates over a set of cromargan cutlery projected onto the ice- which was a brand new way to advertise the cutlery for the client as well as the audience.
Describe how the promotion developed from concept to implementation.
The promotional concept was brought to life exactly as we planned it with a lot of help from Hamburg Freezers Partners.
Explain why the method of promotion was most relevant to the product or service.
It was the perfect way to reach a big audience - who all use cutlery in their households. Combining a projection on ice with music and a physical hockey team was very spectacular for the audience.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion led to a significant increase of requests in the local WMF stores.