Scholz & Friends for WERU Soundproof Windows – Complete Case History
Posted: July 18, 2011 Filed under: Agency, Cannes Lions, Case History, Germany, Press/Outdoor | Tags: Band, bell tower, calendar, Cannes Lions, Case History, dogs, fans, fire engine, fireworks, firing a salute, garbage, gardener, glass container, Jan Leube, jet, Kay Luebke, Matthias Spaetgens, Michael Haeussler, noise protection, Outdoor, policeman, Press, Ralph Baiker, real size noise windows calendar, rocker, Scholz & Friends, soundproof windows, Weru, worker 1 Comment »
A complete collection of award-winning print advertisements for WERU Soundproof Windows, produced by Scholz & Friends, Berlin, in campaigns from 2005 to 2009. Each advertisement showing how a window reduces sound is more interesting than telling it with words. The campaign gained 74 international creativity awards, e.g. the Grand Prix at the London Int’ Advertising Awards, 2 golden Lions in Cannes, 2 gold medals from the ADC of Europe. That makes it to one of Germany’s most awarded campaigns.
WERU Noise Protection Windows – GARDENER/POLICEMAN/WORKER
Advertising Agency: Sholz & Friends, Berlin
Creative Director: Jan Leube/Matthias Spaetgens
Copywriter: Michael Haeussler
Art Director: Kay Luebke
Photographer: Ralph Baiker
Year: 2004
Gold Lion for the Press Campaign/Gold Lion for the Outdoor Campaign
Creative Director: Jan Leube/Matthias Spaetgens
Copywriter: Michael Haeussler
Art Director: Kay Luebke
Photographer: Ralph Baiker
Year: 2005
Bronze Lion for the Press Campaign/Bronze Lion for the Outdoor Campaign
Advertising Agency: Sholz & Friends, Berlin
Creative Director: Jan Leube/Matthias Spaetgens
Copywriter: Michael Haeussler
Art Director: Kay Luebke
Photographer: Ralph Baiker
Year: 2006
Bronze Lion for the Outdoor Campaign
Creative Director: Jan Leube/Matthias Spaetgens
Copywriter: Michael Haeussler
Art Director: Tim Stokmar/Kay Luebke
Photographer: Ralph Baiker
Year: 2007
Creative Director: Jan Leube/Matthias Spaetgens
Copywriter: Edgar Linsheid
Art Director: Marc Ebenwaldner
Photographer: Ralph Baiker
Year: 2008
Bronze Lion for the Press Campaign
Visualizing such an abstract product benefit like noise protection in an emotional way is not easy. But as the long running WERU campaign shows – it’s possible. The new challenge was to extend the campaign and turn it into a equally fascinating marketing tool.
Describe the brief from the client
Find a way to reach new customers like architects and managers of building supplies stores, communicate the brand objectives and display the new collection of sound proof windows.
Describe how you arrived at the final design
We adapted the highly successful WERU print campaign in a way that reminds potential business partners of the benefits of WERU sound proof windows throughout the whole year. A calendar in the perfect size to look like a real additional window in their offices. Twelve entertaining themes, one for each month, demonstrate the effect of our sound proof windows and display the new collection at the same time.
Give some indication of how successful the outcome was in the market
The majority of all addressees responded to this mailing. The feedback was without exception extremely positive and led to a number of new business contacts. Also existing customer ties were strengthened and which surely added to last year’s significant increase in order volume
Creative Director: Jan Leube/Matthias Spaetgens/Michael Winterhagen
Copywriter: Stephan Schaefer
Art Director: Marc Ebenwaldner
Photographer: Ralph Baiker
Year: 2009
BBC Radio 2 – Elvis
Posted: July 13, 2011 Filed under: Cannes Lions, Case History, Promotion, TV/Film, UK | Tags: Aloha, Amazing line up, Band, BBC, Cannes Lions, Case History, concert, Elvis, Elvis’ 1973 concert, Jimmy Page, Keith Moon, Marvin Gaye, Noel Gallagher, Presley, Radio 2, Sheryl Crow, Stevie Wonder, Sugababes, The Grammys, TV/Film, UK Leave a comment »
BBC Radio 2 promoted its playlist on UK televisions in September 2006 with a collation of historical moments introduced by Elvis Presley himself. Elvis stands on the stage, dressed in white, flared rhinestone suit, introducing SugaBabes on backing vocals, Marvin Gaye the man with beautiful voice, Jimmy Page on lead guitar, Noel Gallagher on rhythm guitar, Keith Moon on drums, Sheryl Crow on bass guitar, Stevie Wonder on piano. The super: “What an amazing line-up. All day every day. Radio 2.” The main body of the spot comes from Elvis’ 1973 concert, Aloha from Hawaii. Marvin Gaye was performing live in Montreux, 1980. Noel was performing with The Who and Friends at the Royal Albert Hall, 2003. Sheryl Crow is shown at The Grammys, 2003. Stevie Wonder’s footage comes from Sesame Street. Keith Moon’s drum solo comes from 2nd House 2nd Run, 1974. Jimmy Page is shown performing in Atlantic at 40, 1988. The Sugababes were actually filmed especially for this advertisement, using an early 1970s video camera to keep the look consistent with the Elvis footage
Describe the objective of the promotion.
BBC Radio 2 has an image problem when it come to the younger end of the target audience (35-50). It is seen as dull, for ‘older’ people (my parent’s radio station) with unexciting music. We need to prove to the next generation of Radio 2 listeners that the station is relevant to them. This promotion aimed to reach these listeners and surprise them with the quality and diversity of our musical output, encouraging reappraisal and trial of Radio 2.
Describe how the promotion developed from concept to implementation.
The marketing brief set the objective and we came up with the creative concept. Then followed a lengthy process of rights clearances and trawling through archive footage to find the right artists to properly reflect a broad range of music, from contemporary (Sugababes) to classic (Marvin Gaye) and from rock (Jimmy Paige) to pop (Noel Gallagher). Once the line up was set and the appropriate footage found we then filmed the Sugababes and commenced a painstaking post-production process to create a seamless film which created the illusion that all these iconic artists were really on stage with Elvis.
Explain why the method of promotion was most relevant to the product or service.
BBC television reaches 91% of Radio 2’s target audience of 35-54 year olds every week. Promotion on BBC TV channels provides a comparatively uncluttered environment where messages do not have to compete with commercial advertising for consumers’ attention. Viewers are already engaged as they have actively chosen to watch BBC TV and our research has shown that the majority of our audience want to be told about other BBC services, which means they are receptive to our communications messages.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Within hours of the first broadcast, Radio 2 was inundated with emails from listeners asking when they would be able to see the trail again. It was posted on YouTube and has had over 125,000 views to date.
Trail recognition peaked at 78% with record scores for distinctiveness (79%) and originality (81%). 54% of the target audience felt the trail suggested “Radio 2 is for people like me” which is a huge increase on scores for previous campaigns (18% for our TV trail in 2005) and 48% felt “Radio 2 plays the sort of music I want to listen to”.
Advertising Agency: DFGW, London
Executive Creative Director: Brendan Wilkins/Rodney Kavanagh
Copywriter: Brendan Wilkins
Art Director: Rodney Kavanagh
Production Company: Red Bee Media, London
Director: Steve Cope
