NAMES PROMOTION by Leo Burnett Zurich for Micasa

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NAMES PROMOTION

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Industry Household maintenance & pet products, Home Furniture, Retail, Distribution & Rental companies
Media Print, Magazine & Newspaper
Market Switzerland
Agency Leo Burnett Zurich
Director Alex Feil Element E Filmproduktion Gmbh
Creative Director Peter Bronnimann
Art Director Pablo Schencke, Christian Bobst
Copywriter Johannes Raggio
Released June 2012

Awards

Intercontinental Advertising Cup, 2012
Best of Products & Services BEST OF RETAIL Cup Winner

Credits & Description

Type of entry: Product & Service
Category: Retail & E-Commerce, including Restaurants
Advertiser: MICASA
Product/Service: FURNITURE RETAILER
Agency: SPILLMANN/FELSER/LEO BURNETT Zürich, SWITZERLAND
Advertiser MICASA
Product FURNITURE RETAILER
Entrant SPILLMANN/FELSER/LEO BURNETT Zürich, SWITZERLAND
Type of Entry: Product & Service
Category: Retail & E-Commerce, including Restaurants
Title: NAMES PROMOTION
Advertiser/Client: MICASA
Product/Service: FURNITURE RETAILER
Entrant Company: SPILLMANN/FELSER/LEO BURNETT Zürich, SWITZERLAND
DM/Advertising Agency: SPILLMANN/FELSER/LEO BURNETT Zürich, SWITZERLAND

Creative Director: Peter Brönnimann (Spillmann/Felser/Leo Burnett)
Copywriter: Johannes Raggio (Spillmann/Felser/Leo Burnett)
Art Director: Pablo Schencke/Christian Bobst (Spillmann/Felser/Leo Burnett)
Producing: Caroline Büchel (Pumpkin Films)
Director: Alex Feil (Pumpkin Films)

Describe the brief from the client
Micasa launched a surprising promotion: whoever is named after one of their furniture items in stock can get it at half price. The furniture retailer has a lot of furniture and furnishing-accessories that bear the names of people as a product. There is, for example, a TOM bed, a chair by the name of JAKOB and a childrens table named TINA. Advertising for the campaign took place in various media. In addition to billboards around the shops and online advertising, 3 TV spots have been shot. The films displayed nicely how the promotion gets the ball rolling and what customers will do to get the discount.



Creative Execution


Many of the items in the Micasa range have the same names as people. We used this to launch a very special kind of sales promotion. Consumers who can find an article with the same name as themselves get it for half price.




Describe the creative solution to the brief/objective.



Every year, the big furniture retailers inundate consumers with advertising for their new range. We looked for a new way of making consumers take a much closer look at Micasa furniture and its accessories.




Describe the results in as much detail as possible.



More orders for the catalogue in a month, than in the entire year before. The website received twice as many clicks as usual. And of course, many happy customers!