| Title | THE EARPLUG PACKAGING |
| Brand | KIRSCH AUDIO |
| Product/Service | KIRSCH AUDIO SYSTEM TK105 |
| Category |
D03. NON-FOOD |
|
Entrant Company
|
SCHOLZ & FRIENDS BERLIN, GERMANY
|
|
Advertising Agency
|
SCHOLZ & FRIENDS BERLIN, GERMANY
|
|
Production Company
|
ZWöLF Berlin, GERMANY
|
Credits
| Martin Pross |
Scholz/Friends |
Chief Creative Officer |
| Matthias Spaetgens |
Scholz/Friends |
Executive Creative Director |
| Michael Winterhagen |
Scholz/Friends |
Creative Director |
| Mario Zaradic |
Scholz/Friends |
Art Director |
| Peter Schönherr |
Scholz/Friends |
Art Director |
| Lars Wagner |
Scholz/Friends |
Copywriter |
| Cedric Soltani |
Scholz/Friends |
Graphic Designer/Photographer |
| Paul Stade |
Scholz/Friends |
Account Manager |
| Victoria Diem |
Scholz/Friends |
Account Manager |
| Sandro Buschke |
Scholz/Friends |
Print Production |
| Laura Von Chamier |
Scholz/Friends |
Print Production |
| Wolfram Neugebauer |
Kirsch Audio Gmbh |
Marketing Director |
Brief Explanation
With a cost of 1000 Euros and a weight of 12 pounds this speaker is both valuable and relatively heavy. Therefore, the packaging had to ensure a maximum protection. In addition, the idea had to be powerful enough to raise awareness in our very special target audience consisting of DJs and club owners. This required a head-turner.
The Brief
The Berlin based company KIRSCH-AUDIO manufactures sound speakers of the highest quality - primarily for bars and clubs. Because of its outstanding sound, especially the Audio System TK105 now generates a high international demand, after initially being favored by Berlin artists. Due to this trend, our task was to develop ideas for a shipping packaging.
How the final design was conceived
Instead of using regular polystyrene chips as packaging material we used green earplugs. They provide equivalent protection during transportation and at the same time emphasize the outstanding performance of the TK105. Of course we made sure the earplugs were produced from environmentally friendly materials. To complete the overall picture, the loud color of the earplugs was reflected outside the boxing.
Indication of how successful the outcome was in the market
Evidence for the success of the campaign: the many orders with reference to the earplug packaging. The earplugs weren't thrown away but given to friends and acquaintances creating a viral ad medium. This caused the idea to spread in the club and bar scene and generated PR within the entertainment industry.