Winners & Shortlists

2014 Promo & Activation

MESSAGE IN A BUBBLE

Short List
TitleMESSAGE IN A BUBBLE
BrandE. BREUNINGER
Product/ServiceB 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
Name Company Position
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.