| Title | THE RAIN PACK |
| Brand | HANSGROHE SE |
| Product/Service | HANSGROHE RAINDANCE SELECT |
| Category |
C05. Customer Retail / In-Store Experience |
|
Entrant
|
KOLLE REBBE Hamburg, GERMANY
|
|
Idea Creation
|
KOLLE REBBE Hamburg, GERMANY
|
|
Production
|
RTS SCHOLZ Bremen, GERMANY
|
|
Production 2
|
MARKENFILM Wedel, GERMANY
|
|
Production 3
|
HASTINGS MUSIC Hamburg, GERMANY
|
Credits
| Sascha Hanke |
Kolle Rebbe GmbH |
Executive Creative Director |
| Christian Meyer |
Kolle Rebbe GmbH |
Creative Director |
| Steffen König |
Kolle Rebbe GmbH |
Creative Director |
| Ebru Karabulut |
Kolle Rebbe GmbH |
Art Director |
| Moritz Hake |
Kolle Rebbe GmbH |
Art Director |
| Sandra Pirker |
Kolle Rebbe GmbH |
Copywriter |
| Georg Keibel |
Kolle Rebbe GmbH |
Copywriter |
| Lea Johannsen |
Kolle Rebbe GmbH |
Graphic Designer |
| Luyu Zou |
Kolle Rebbe GmbH |
Graphic Designer |
| Isabell Wüst |
Kolle Rebbe GmbH |
Account Manager |
| Christopher Tychsen |
Kolle Rebbe GmbH |
Agency Producer |
| Bey-Bey Chen |
Kolle Rebbe GmbH |
Agency Producer |
| Martin Lühe |
Kolle Rebbe GmbH |
Production Manager |
| Philip Mall |
n/a |
Director |
| Lisa Hadeler |
Markenfilm GmbH & Co. KG |
Producer |
| Oscar Meixner |
HASTINGS Music GmbH |
Sound Engineer |
The Campaign
We let customers experience an in-store taste of the key benefit of the Raindance shower head – with the first shower head packaging that has the sound of rain inside.
Campaign Success
The Rain Pack was inspired by traditional rain sticks. Spaces inside became a 3-chamber sound system through which specially selected objects bounce: pearl barley for high notes, lentils for low notes, and dry rice for mid-range frequencies. Shaped folds cause these loose elements to gradually pass through the chambers, imitating the sound of tropical rain, without increasing the weight of the standard packaging. The axisymmetric design encourages consumers to turn the pack and trigger the sound.
Describe the success of the promotion with both client and consumer including some quantifiable results
The Rain Pack encouraged customers to spend an above-average amount of time with the product, playfully inviting them to buy. Resulting in one of the most successful sales promotions in the Hansgrohe company history.
Explain why the method of promotion was most relevant to the product or service
The Hansgrohe Rain Pack is an in-store activation that uses the packaging of the product to show the key benefit of the product. Consumers are invited to playfully interact with the product and enjoy a unique, acoustic user experience at the point of sale.
Our objective was to grab the attention of the target group at the point of sale, and create interest for the unique Hansgrohe Raindance product benefit: a shower that lets you feel tropical rain on your skin.