THE LAVAMAT 55-MONTH-CALENDAR
Title | THE LAVAMAT 55-MONTH-CALENDAR |
Brand | ELECTROLUX HAUSGERÄTE |
Product/Service | AEG LAVAMAT |
Category |
A03. CALENDARS |
Entrant Company
|
DDB GROUP GERMANY Berlin, GERMANY
|
Advertising Agency
|
DDB GROUP GERMANY Berlin, GERMANY
|
Credits
Eric Schoeffler |
DDB Group |
Chief Creative Officer |
Matthias Schmidt |
DDB Berlin |
Managing Director Creative |
Veit Moeller/Nils Haseborg |
DDB Berlin |
Creative Director |
Florian Hucker/Oliver Zboralski |
DDB Berlin |
Art Director |
Nikolai Diepenbrock/Christopher Ruckwied/Christian Hartmann |
DDB Berlin |
Copywriter |
José Fernando Rehwinkel/Hans Hinrich Brandt |
DDB Berlin |
Account Manager |
Felix Disson |
DDB Berlin |
Strategic Planner |
Patrick They |
|
Illustrator |
Manuel Wecker |
DDB Berlin |
Producer |
Kamila Smechowski |
DDB Group |
Art Buying |
Jacopo Biorcio |
DDB Berlin |
Graphic Designer |
Florian Hucker/Christian Hartmann |
DDB Berlin |
Idea |
|
Pirates N Paradise/First Eight |
Post Production |
Katrin Dettmann |
Katrin Dettmann |
Production |
Nikita Kiril Kronlund |
DDB Berlin |
Editor |
Carsten Spielmann |
|
Technical Director |
|
Druckwerkstätten Osloer Straße |
Print |
Brief Explanation
The challenge was to make the extraordinary duration of this warranty more than just a sales
tool but a long-lasting experience. To do so, we created the 'LAVAMAT 55 Months Calendar'
that accompanied customers not just for a year, but for the entire 4 ½ year warranty.
The Brief
55 years ago, AEG introduced the LAVAMAT: the first fully automatic washing machine.
Celebrating their new LAVAMAT, AEG wanted to address dealers and customers to highlight the
extended 55-month celebration warranty for all new LAVAMAT washing machines.
How the final design was conceived
Beautifully detailed, each month pairs a bold illustration with a quirkily informative story about
laundry and washing ranging from 'The Island of Knitting Men' in the middle of lake Titicaca to
tips on cleaning dirty laundry in space. In the end, the calendar proves that their 55-month
warranty is not only very long but also very beautiful.
Indication of how successful the outcome was in the market
As an extraordinary promotion tool, our calendar helped retailers selling the LAVAMAT in the
stores. And as an after sales tool, it entertains thousands of LAVAMAT owners every month for
4 ½ years. The numbers proved that hard selling and brand developing can go hand in hand:
within the first month after the launch of the 55 years edition, the estimated number of models
were sold out and an additional 30% percent had to be produced.