Hansgrohe: The Rain Pack

Credits & Description:

Entrant: Kolle Rebbe, Hamburg
Brand: Hansgrohe
Corporate Name of Client: Hansgrohe SE
Heads of Client Services: Olivier Sogno/Joachim Huber
Agency Account Manager: Isabell Wüst
Agency: Kolle Rebbe, Hamburg
Executive Creative Director: Sascha Hanke
Creative Directors: Christian Meyer/Steffen König
Copywriters: Sandra Pirker/Georg Keibel
Art Directors: Ebru Karabulut/Moritz Hake
Agency Producers: Christopher Tychsen/Bey-Bey Chen-Rönz
Production Company: Markenfilm, Wedel
Director: Phillip Mall
Producer: Lisa Hadeler
Sound Design Company: HASTINGS Music, Hamburg
Sound Designer: Oscar Meixner
Production Manager: Martin Lühe
Graphic Designers: Lea Johannsen/Luyu Zou
Photographer: Christian Lohfink
Synopsis:
The Hansgrohe Raindance shower head sets new standards for shower pleasure. Its water stream is enriched with air to imitate the feeling of tropical rain.
We let customers experience an in-store taste of the key benefit of the Raindance shower head – with the first shower head packaging that has the sound of rain inside.
Our objective was to grab the attention of the target group at the point of sale, and create interest for the unique Hansgrohe Raindance product benefit: a shower that lets you feel tropical rain on your skin.
The Rain Pack was inspired by traditional rain sticks. Spaces inside became a 3-chamber sound system through which specially selected objects bounce: pearl barley for high notes, lentils for low notes, and dry rice for mid-range frequencies. Shaped folds cause these loose elements to gradually pass through the chambers, imitating the sound of tropical rain, without increasing the weight of the standard packaging. The axisymmetric design encourages consumers to turn the pack and trigger the sound.
The Rain Pack encouraged customers to spend an above-average amount of time with the product, playfully inviting them to buy. Resulting in one of the most successful sales promotions in the Hansgrohe company history.