| Title | THE WEDDINGLOPE |
| Brand | ROSENTHAL |
| Product/Service | PORCELAIN TABLEWARE |
| Category |
B04. TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS) |
|
Entrant Company
|
KOLLE REBBE Hamburg, GERMANY
|
|
Advertising Agency
|
KOLLE REBBE Hamburg, GERMANY
|
Credits
| Sascha Hanke |
Kolle Rebbe Gmbh |
Executive Creative Director |
| Rolf Leger |
Kolle Rebbe Gmbh |
Executive Creative Director |
| Christian Doering |
KOREFE |
Creative Director Design |
| Nadine Nolting |
Kolle Rebbe Gmbh |
Art Director |
| Sarah Sommer |
Kolle Rebbe Gmbh |
Copywriter |
| Britta Kronacher |
Kolle Rebbe Gmbh |
Account Manager |
| Martin Lühe |
Kolle Rebbe Gmbh |
Production Manager |
| Nina Offermann |
Kolle Rebbe Gmbh |
Agency Producer |
| Rachel Hoffmann |
Kolle Rebbe Gmbh |
Agency Producer |
| Christopher Tychsen |
Kolle Rebbe Gmbh |
Agency Producer |
| Alexander Hildenberg |
Kolle Rebbe Gmbh |
Director Of Photography |
| Ralf Seelig |
Kolle Rebbe Gmbh |
Final Artwork |
| Katja Sluyter |
Kolle Rebbe Gmbh |
Art Buying |
| Paula Bergner |
The Marmalade |
Film Production |
| Gidon Wolff |
Hastings Audio Network |
Sound Engineer |
| Alan Orpin |
|
Voice Over Casefilm |
| Carsten Schedler |
No Limits |
Composer Music |
The Brief
Rosenthal, the world’s leading manufacturer of fine tableware, was searching for an innovative way of giving a voucher for tableware, everyone’s first choice of wedding gift. The concept should put an end to the days when presenting a newly married couple with nothing but an envelope was considered boring and unimaginative. The objective was to add value to the tableware voucher in a way that is worth more than the voucher itself.
Describe how the promotion developed from concept to implementation
We developed the Weddinglope, the first envelope made exclusively from porcelain. What makes it so special is that the wedding gift, a voucher for tableware, is hidden inside. This is possible thanks to a specially developed multi-stage firing process.
Describe the success of the promotion with both client and consumer including some quantifiable results
Thanks to the Weddinglope, the number of Rosenthal vouchers sold at Rosenthal stores increased by 32% compared with the same period last year. Whether the number of weddings has also increased is something we cannot judge.
Explain why the method of promotion was most relevant to the product or service
At German weddings it is customary to wish the bride and groom luck by smashing porcelain. The noise is supposed to drive away evil spirits. Inspired by this tradition, we decided to hide a voucher for tableware inside the Weddinglope. To get the voucher, you first have to smash the envelope. An experience and an elegant reinterpretation of a charming German tradition.