Title | TAKE A BREATH |
Brand | SIHLCITY SHOPPING MALL |
Product/Service | RETAIL |
Category |
A03. USE OF MERCHANDISING/IN-STORE MARKETING |
Entrant Company
|
LEO BURNETT SCHWEIZ Zürich, SWITZERLAND
|
Advertising Agency
|
LEO BURNETT SCHWEIZ Zürich, SWITZERLAND
|
Credits
Johannes Raggio |
LEO BURNETT Schweiz AG |
Executive Creative Director |
Markus Rottmann |
Leo Burnett Schweiz Ag |
Copy Writer |
Anna Leudolph |
Leo Burnett Schweiz AG |
Copy Writer |
Pablo Schencke |
LEO BURNETT Schweiz AG |
Creative Director |
Barbara Hartmann |
Leo Burnett Schweiz Ag |
Art Director |
Inken Rohweder |
LEO BURNETT Schweiz AG |
Art Director |
Lukas Tauss |
Leo Burnett Schweiz Ag |
Art Director |
The Brief
If one shops at Sihlcity with its wide range of products and a total of 99 shops, one has a great
selection to choose from. We've brought this to life yet again in advertising. In the
'How-many-Sihlcity-stores-can-you-name-in-a-single-breath?' contest it came to how many
Sihlcity shops one could enumerate with taking just one breath and the more you managed, the
higher the profit. Instructions: Take a good breath and just list all the shops atop of your mind.
Describe how the promotion developed from concept to implementation
The participants could demonstrate their lung-strength directly at the POS, online via webcam and
with numerous promotion-teams circulating the city.
Describe the success of the promotion with both client and consumer including some quantifiable results
Result: There were a total of 766 participants queuing at the POS, 21 directly online on the Website and 98 throughout the city with the promotion teams. Gift vouchers worth over CHF 10,000 - were distributed.
Explain why the method of promotion was most relevant to the product or service
Announced in TV, on radio, billboards and ads at the POS the competition became extremely
successful, with over 600 participants alone at the POS. The winner was a young man who has
brought it, thanks to sophisticated breathing technique, to an incredible listing of 129 shops - he
actually had so much breath left, he just begun all over again.