Gortz Design & Branding JUNIOR-BAGS by Gurtlerbachmann

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Gurtlerbachmann
Creative Director Uli Gurtler
Art Director Veronika Kieneke
Copywriter Jens Ringena
Typographer Veronika Kieneke
Illustrator Veronika Kieneke
Released December 2009

Credits & Description

Category: Point of Sale
Advertiser: GÖRTZ
Agency: gürtlerbachmann
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: gürtlerbachmann, Hamburg, GERMANY
Head of Marketing: Michael Jacobs (Görtz Gmbh)
Head of Advertising: Evelyn Chroust (Görtz Gmbh)
Creative Director: Uli Gürtler (gürtlerbachmann Werbung Gmbh)
Art Director: Veronika Kieneke (gürtlerbachmann Werbung Gmbh)
Copywriter: Jens Ringena (gürtlerbachmann Werbung Gmbh)
Illustrator: Veronika Kieneke (gürtlerbachmann Werbung Gmbh)
Typographer: Veronika Kieneke (gürtlerbachmann Werbung Gmbh)
Account Manager: Anne Kennel (gürtlerbachmann Werbung Gmbh)
Media placement: Shopping Bags - Görtz Children's Chain Stores - 10.12.2009

Describe the challenges and key objectives
With the Görtz animalistic bag design, the customer does not only take a couple new shoes home but also one of five various lovingly designed bag masks to play with. The main objective was to create a shopping bag with an extra benefit inviting children to play and stimulating their fantasy thus turning it into an exceptional instrument to promote sales. After signing up for the 'Görtz account card program' the customer could order the collection or take it right away by signing up immediately.

Describe the brief from the client
The task was to create special shopping bags for the Görtz children’s chain stores in order to acquire new members for the 'Görtz account card program'.

Describe how you arrived at the final design
Simple shopping bags were transformed into lovingly designed fantasy stimulating game-masks. The focal point of the design was not on the exterior, but rather on the first covered interior of folding elements in the front and rear. They are turned into five different animalistic flip-faces, which invite children to play alone or together as a band of beasts. Matching motives in the form of back lighted posters and card dispensers, set up at the point-of-sale, draw attention to the promotion. Lovingly designed, they become not only an eye-catcher in the shops but also in the eyes of a child.

Give some indication of how successful the outcome was in the market
1,600,000 produced bags for over 240 chain stores throughout Germany were sold out in just four weeks. The promotion had been planned to last for at least six weeks. Görtz runs Europe’s biggest shoe chain store in Hamburg, in which over 32.000 bags were handed out every day. Further bags had to be produced as quickly as possible in order to make the promotion last longer. The sales of children’s shoes were three times higher during that period.