Soundproof Windows: "SOUNDPROOF WINDOW FESTIVAL" Promo / PR Ad by Scholz & Friends

Category: Other Consumer Products (including Durable Goods)
Advertiser: VEKA
Product/Service: SOUNDPROOF WINDOWS
Agency: SCHOLZ & FRIENDS
Date of First Appearance: Jan 16 2010 12:00AM
Entrant Company: SCHOLZ & FRIENDS , Hamburg, GERMANY
Executive Creative Director: Matthias Schmidt (Scholz & Friends)
Executive Creative Director: Stefan Setzkorn (Scholz & Friends)
Creative Director: Dennis Lueck (Scholz & Friends)
Creative Director: Suze Barrett (Scholz & Friends)
Art Director: Joanna Broda (Scholz & Friends)
Copywriter: Verena Fischer (Scholz & Friends)
Copywriter: Sebastian Breuer (Scholz & Friends)
Film Production: (Mediaturns GmbH)
Director: Mark Phillip
Director: Markus Losleben
Camera: Manuela Harms
Camera: Ingo Dannecker
Account Manager: Katja Noack (Scholz & Friends)
Account Manager: José-Fernando Rehwinkel (Scholz & Friends)
Graphics: Katharina Uelsberg (Scholz & Friends)
Graphics: Gerrit John-Gerischer (Scholz & Friends)
Graphics: Evridiki Kemanes (Scholz & Friends)
Graphics: Andreas Teichmann (Scholz & Friends)
Graphics: Christiano Gonzalves (Scholz & Friends)
Graphics: Jan-Hendrik Behne (Scholz & Friends)
Media placement: Promotion - pedestrian area and shopping street in Hamburg - 16.01.2010

Describe the objective of the promotion.
The objective was to create a promotion for VEKA's soundproof windows that established VEKA as the soundproof windows brand and strengthened the brand's fresh and innovative image.

Describe how the promotion developed from concept to implementation
In order to show how effective VEKA’s soundproof windows are, we decided to stage one of the noisiest events possible behind them – a music festival. We invited the loudest and most annoying bands to play in shop windows in busy parts of the city behind VEKA's soundproof glass for the 'VEKA Soundproof Windows Festival'. People outside on the street were able to see the performance, but couldn't hear anything – as if watching a pantomime.

Describe the success of the promotion with both client and consumer including some quantifiable results
The promotion was key in securing three very lucrative long term contracts and VEKA also saw an increase of 20% in requests for quotes in the weeks after the event.

Explain why the method of promotion was most relevant to the product or service
What better way to prove that VEKA’s windows are 100% soundproof than through a live demonstration? VEKA invited potential clients to the festival and sent them a DVD of highlights afterwards. In this way, both the general public and key future clients were informed of VEKA’s product’s benefits in an entertaining and attention-grabbing way.