ROMANTIC POWER BLACKOUT by Ruf Lanz for Ckw Central Swiss Power Stations

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ROMANTIC POWER BLACKOUT

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Industry Public awareness
Media Direct marketing
Market Switzerland
Agency Ruf Lanz
Creative Director Markus Ruf, Danielle Lanz
Art Director Lorenz Clormann
Copywriter Andreas Hornung
Photographer Oliver Nanzig
Released August 2009

Credits & Description

Category: Loyalty/Continuity Schemes
Advertiser: CENTRALSCHWEIZERISCHE KRAFTWERKE
Product/Service: CENTRAL SWISS POWER STATION
Agency: RUF LANZ
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: RUF LANZ, Zürich, SWITZERLAND
Creative Director: Danielle Lanz (Ruf Lanz/Zurich)
Creative Director: Markus Ruf (Ruf Lanz/Zurich)
Copywriter: Andreas Hornung (Ruf Lanz/Zurich)
Art Director: Lorenz Clormann (Ruf Lanz/Zurich)
Photographer: Oliver Nanzig
Advertiser's Supervisor: Dominik Mueller
Media placement: Event - Special Event On Swiss National Day - 01.08.2009

Describe the brief/objective of the direct campaign.
Please watch the movie. Central Swiss Power Stations (CKW) are one of the largest electricity suppliers in Switzerland. They are in competition with cheaper suppliers. The idea was to dramatise their biggest advantage: the dependability of the power supply.

Explain why the creative execution was relevant to the product or service.

Central Swiss Power Stations have a strong reputation as a dependable power supplier. If there is a power failure, then it only happens when it is specifically ordered. Pointing out its reliability was very important for the company in order to distinguish itself from cheaper suppliers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The birth rate in Switzerland is on the decline. In the USA, Italy and Spain, for instance, it has been observed that nine months after power blackouts, significantly more babies than usual are born. Of course, with the reliability of Central Swiss Power Stations, this method of boosting the birth rate is not an option. That is why a special service was offered on the Swiss National Holiday: The romantic power blackout to order. Announced on advertisements, posters, flyers and the website.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Numerous couples applied for the romantic power blackout. 100 names were drawn at random. Their electricity supply was switched off from 5.00pm to 7.00am. Not only that, but a power station employee also brought them each a basket with candles, flowers and aphrodisiacal foods. The romantic power blackout led to several pregnancies. Newspapers, radio and TV stations reported on it and multiplied the advertising impact. The result: In spite of cheaper competition, over 80% of customers remain loyal to CKW.