THE SIEMENS PORCELAIN BROCHURE by Scholz & Friends Berlin for Siemens

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THE SIEMENS PORCELAIN BROCHURE

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Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Creative Director Markus Daubenbuechel, Pedro Sydow
Art Director Irina Schweigert
Copywriter Judith Preker, Gunnar Loeser
Producer Hartmut Scharnowski, Kathrin Duerbye
Illustrator Vladimir Kushnir, Alfred Schuessler, Chris Menke
Released January 2012

Credits & Description

Category: Publications & Business Communications
Advertiser: SIEMENS ELECTROGERAETE
Product/Service: SIEMENS DISHWASHERS
Agency: SCHOLZ & FRIENDS
Chief Creative Officer: Martin Pross (Scholz & Friends)
Chief Creative Officer: Matthias Schmidt (Scholz & Friends)
Creative Director: Markus Daubenbuechel (Scholz & Friends)
Creative Director: Pedro Sydow (Scholz & Friends)
Art Director: Irina Schweigert (Scholz & Friends)
Copywriter: Gunnar Loeser (Scholz & Friends)
Copywriter: Judith Preker (Scholz & Friends)
Graphics: Christopher Stahl (Scholz & Friends)
Illustrator: Alfred Schuessler
Illustrator: Chris Menke
Illustrator: Vladimir Kushnir
Postproduction: Metagate Gmbh
Account Manager: Bettina Zomorrodi (Scholz & Friends)
Account Manager: Mehibe Tuncel (Scholz & Friends)
Art Buyer: Kerstin Mende (Scholz & Friends)
Producer: Hartmut Scharnowski (Scholz & Friends)
Producer: Kathrin Duerbye
Porcelain Production: Kahla Thueringen Porzellan
Media placement: Porcelain Brochure - Dealers - 16. January 2012

Describe the brief from the client
Create a POS advertising idea that premium kitchen retailers would accept in their design-sensitive outlets.

Describe the challenges and key objectives
Premium kitchen retailers oppose blatant and pushy advertising on and around their products. Nevertheless, since they are also interested in promoting the great features of Siemens dishwashers, we set out to advertise our product without it looking like traditional POS advertising.

Describe how you arrived at the final design
Instead of using a traditional medium, we used porcelain plates - used by kitchen retailers for styling purposes anyways - as secret carriers of our advertising message. In the end, who can better testify to the quality of our dishwashers than the porcelain plates themselves: 9 porcelain plates arranged in a brochure-like manner. You can flip through it and what at first glance seems like typical porcelain décor, illustrates at second glance what really makes Siemens-dishwashers so unique. At the bottom of each plate you will find a short explanation of the features.

Give some indication of how successful the outcome was in the market
A fantastic 100% off the relevant dealerships used the porcelain brochure as promotional styling element. And even better: about 5,000 private requests for a set of plates came from the dealers’ customers.