GALERIA KAUFHOF GOES FLICKR by Kempertrautmann Hamburg for Galeria Kaufhof

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GALERIA KAUFHOF GOES FLICKR

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Germany
Agency Kempertrautmann Hamburg
Creative Director Fabian Kirner
Art Director Nora Enskat, Rilana Von Werne
Copywriter Michael Manke
Photographer Nadine Dilly
Released March 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: GALERIA KAUFHOF
Product/Service: DEPARTMENT STORE
Agency: KEMPERTRAUTMANN WEST
Date of First Appearance: Mar 22 2011
Entrant Company: KEMPERTRAUTMANN WEST, Düsseldorf, GERMANY
Entry URL: http://www.flickr.com/photos/shoppingromance
Chief Creative Officer: Kai Röffen (kempertrautmann west)
Creative Director: Fabian Kirner (kempertrautmann west)
Art Director: Rilana von Werne (kempertrautmann west)
Art Director: Nora Enskat (kempertrautmann west)
Account Manager: Griselda Welsing (kempertrautmann west)
Film Production: (Pirates’n’Paradise)
Photographer: Nadine Dilly
Copywriter: Michael Manke (kempertrautmann west)
Media placement: www.flickr.com - Social Media / Photo Community - 22.03.2011

Insights, Strategy & the Idea
• What were the business, marketing and communications objectives that lay behind the case?

→ The objective was to launch and present new apparel from GALERIA KAUFHOF's brand “manguun“, which addresses a younger target group.

• Describe the target audience and their relationship with the brand

→ Young, world-open and fashion interested target group, who use digital channels and social platforms in their daily life.

• Explain the unique insight that shaped the idea

→ Love-Storytelling is key to address the young and very emotional target group.

• How was it relevant to both the client and the target audience?


→ Client: exploring new ways of communicating digitally with their younger target group.
→ Target audience: exploring GALERIA KAUFHOF as a modern brand also addressing young people where they are: online.

Creative Execution
• What was the creative strategic solution?

→ Everybody knows flickr, the photo community network, with more than 4 billion photos,
40 million users, and about 5000 uploads per minute.
Everybody uses flickr for sharing private photos.
Nobody has ever used it the way we do before.
For GALERIA KAUFHOF, one of Europe‘s most popular department store chain, we developed a photo love story. And placed it on flickr, using the given interface as if it was a storyboard.

Spendings: 0,00 Euro.

So we generated the first photo love story on flickr, taking place in a GALERIA KAUFHOF store, showing different products, price tags, and of course a story about love.

• Describe the different channel(s) and how they worked together to maximise the campaign


→ Channel used for this idea: flickr.com – But the idea in general is to be part of future multichannel communication concepts – decided by the client after this first successful flickr photo love story launch.

Results and Effectiveness
Unfortunately, the case was published on 22nd of March 2011 – the first day of spring and the first day of the new collection, too. And 3 days before the entry deadline in Cannes.
Therefore, we were unable to include any results, effectiveness, views, hits or forwards.