VOLUME-DOWN PACKAGING by Scholz & Friends Berlin for 3M

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VOLUME-DOWN PACKAGING

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Industry Health & Pharmaceutical Products
Media Direct marketing, Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Robert Krause, Wolf Schneider
Art Director Ralf Schroeder, Sebastian Frese
Copywriter Nils Tscharnke
Released September 2012

Awards

Eurobest 2012
Design Promotional Design Bronze

Credits & Description

Media: DM
Category: Fast Moving Consumer Goods (not including food)
Advertiser: 3M DEUTSCHLAND
Product/Service: 3M SOLAR EAR PLUGS
Agency: SCHOLZ & FRIENDS BERLIN
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Robert Krause/Wolf Schneider (Scholz & Friends)
Art Director: Sebastian Frese (Scholz & Friends)
Art Director: Ralf Schroeder (Scholz & Friends)
Copywriter: Nils Tscharnke (Scholz & Friends)
Account Manager: Josef Hoehnow (Scholz & Friends)
Agency Producer: Benito Schumacher (Scholz & Friends)
Media placement: Packaging for 3M Earplugs - Point of Sale (Pharmacy) - 02. January 2012

Describe the objective of the promotion.
The promotion’s key objective was to grow brand awareness and preference for 3M’s Solar Earplugs amongst its target group: adventurous people requiring reliable noise protection (i.e. clubbers, festival-goers, musicians, etc.)

Describe how the promotion developed from concept to implementation.
Where does effective noise protection matter the most to our target group?
Precisely: at festivals, concerts or a crazy night out.
And that’s where we went, so people could immediately appreciate the unique effect of 3M’s Solar Earplugs on-site.
We distributed product samples to the crowd in a special packaging that fit perfectly into the occasion:
Its cap looks like the volume knob of a hi-fi system – when opening it, one appears to be turning down the volume. Thus, we created an eye-catching give-away that people would use and talk about – and not get rid of at the earliest opportunity.

Explain why the method of promotion was most relevant to the product or service.
We sent promotional teams to places with extra high demand for noise protection: places with extra loud music.
The circumstances gave us the perfect opportunity to get in touch with our target group and make a lasting impression on it. This was achieved with a special product packaging that is not only useful, but also fun to use: The 3M Earplugs Volume-Down Packaging.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion turned out a huge success with clubbers and festival-goers alike:
Not only were the sample multipacks out of stock in no time, but it also triggered a great deal of word-of-mouth, allowing 3M to tap into all new consumer groups at relatively little cost.