| Title | MESSAGE IN A BUBBLE |
| Brand | E. BREUNINGER |
| Product/Service | B BY M. MICALLEF |
| Category |
A03. USE OF MERCHANDISING/IN-STORE MARKETING |
|
Entrant Company
|
JUNG von MATT Stuttgart, GERMANY
|
|
Advertising Agency
|
JUNG von MATT Stuttgart, GERMANY
|
Credits
| Philipp Barth |
Jung Von Matt AG |
Creative Director |
| Holger Oehrlich |
Jung Von Matt AG |
Creative Director |
| Kai Schmelzle |
Jung Von Matt AG |
Writer |
| Marion Dengler |
Jung Von Matt AG |
Art Director |
| Stefanie Hepperle |
Jung Von Matt AG |
Art Director |
| Raphaela Sigg |
Jung Von Matt AG |
Art Director |
| Franziska Hook |
Jung Von Matt AG |
Project Manager |
| Miriam Brose |
Jung Von Matt AG |
Project Manager |
| Susanne Barthel |
Jung Von Matt AG |
Project Manager |
| Tim Steffan |
Jung Von Matt AG |
Film Producer |
| Tom Lupo |
Jung Von Matt AG |
Art Director |
| Simone Müller |
Jung Von Matt AG |
Agency Producer |
The Brief
The Breuninger department store has one of the largest perfume selections in Germany. Now, it
also has its own perfume, created especially and exclusively for Breuninger:
B by M. Micallef.
The brief: A promotion that introduces the new fragrance.
Describe how the promotion developed from concept to implementation
The idea: A new sensual experience: soap bubbles filled with perfume are flying to the customers.
When they burst, they set the perfume free, in the air or on one's skin.
With the help of a chemist, we managed to attach miniature flyers to the bubbles. They lead
customers directly to the perfumery where they can buy the new fragrance.
Describe the success of the promotion with both client and consumer including some quantifiable results
In a highly competitive market with established brands it is nearly impossible to introduce a new
perfume. As a result of the surprising product presentation the costumers got to know it in a new
way and will remember it for a long time. During the event the B By M.Micallef already sold better
than all the other 2000 perfumes available at Breuninger.
Explain why the method of promotion was most relevant to the product or service
If you don't know a brand or a perfume there is no appeal to give it a try. That's why we needed a
message that introduces not only the name but also the product itself at the same time. We had to
find something that is attractive enough to catch people's attention and also transports the
fragrance. With the use of soap bubbles the customers got to know the product in a very pleasant
way.