XMAS CAROL TORTURE by Akestam.holst Stockholm for Geneva Labs Sound Systems

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XMAS CAROL TORTURE

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Media Print, Magazine & Newspaper
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius
Art Director Petra Seiler Albrektson
Copywriter Joakim Labraaten
Released December 2011

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: GENEVA SOUND/PAUSE HOME ENTERTAINMENT
Product/Service: SPEAKERS
Agency: ÅKESTAM HOLST
Creative Director: Andreas Ullenius (Åkestam Holst)
Copywriter: Joakim Labraaten (Åkestam Holst)
Art Director: Petra Albrektson (Åkestam Holst)
Account Director: Henrik Adenskog (Åkestam Holst)
Digital Producer: Alex Picha (Åkestam Holst)
Graphic Designer: Oscar Gardö (Åkestam Holst)
Web Production: (The Brewery)
Media placement: Cyber - Campaign Site - 1 December 2011

Describe the objective of the promotion.
Geneva Sound Systems called for an idea that not only could re-launch their heavenly sounding products, but also activate sales during Christmas.
Promote period was set to december 2011.

Describe how the promotion developed from concept to implementation.
Bearing in mind how the upcoming season will sound like, we launched an online torture to test people's holiday tune tolerance of 'Jingle Bells'. To get to audio heaven you have to go through hell. Depending on how long visitors could stand listening to 'Jingle Bells', the bigger the discount. The to three who suffered the most got a sound system for free. To prevent people from just turning the sound of and walking away from their computers, visitors had to click the Santa button every time he randomly shouted "HO-HO-HO".

Explain why the method of promotion was most relevant to the product or service.
Geneva's sales had for a long period slowly but steadily fallen and Christmas is a time when you can make up for losses in a short term. We wanted to quickly activate and engage customers during the holiday shopping season.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Almost ten thousand Swedes proved to themselves and their acquaintances just how bad they wanted a Geneva sound system for christmas. After listening for an average of '12 minutes', direct sales on Geneva products soon increased 156% in december 2011 (compared to the same period last year at Pause Home Entertainment).

The top three listened for over five hours. We think they all had earned a Geneva system for free...