Bulcz Promo, Case study KEYHOLE CALENDAR by Jung Von Matt/Alster Hamburg

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Industry Household maintenance & pet products
Media Promo & PR, Case study
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Felix Fenz
Art Director Michael Hess, Cathrin Hoffmann, Alexander Norvilas
Copywriter David Wegener
Photographer Tino Pohlmann
Released January 2012

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: BULCZ
Product/Service: LOCKSMITH
Agency: JUNG von MATT
Chief Creative Officer: Dörte Spengler-Ahrens (Jung Von Matt)
Chief Creative Officer: Jan Rexhausen (Jung Von Matt)
Creative Director: Felix Fenz (Jung Von Matt)
Art Director: Alexander Norvilas (Jung Von Matt)
Art Director: Michael Hess (Jung Von Matt)
Copywriter: David Wegener (Jung Von Matt)
Art Director: Cathrin Hoffmann (Jung Von Matt)
Managing Director: Raphael Brinkert (Jung Von Matt)
Account Director: Natalie Martens (Jung Von Matt)
Account Manager: Claudia Kauert (Jung Von Matt)
Photographer: Tino Pohlmann (Tino Pohlmann)
Media placement: Calendars - Calendar - 01.01.2012

Insights, Strategy & the Idea
There are countless locksmith services in Hamburg. Our task was to make BULCZ locksmith service stand out and no.1 choice amongst their male target group.
If locked out, the look through the keyhole is not a pleasant experience. We wanted to change that and transfer this experience to raise brand awareness for BULCZ.
How did we achieve this? With a pin-up calendar.

Creative Execution
We sent a pin-up calendar to prospective clients.
But no ordinary pin-up calendar. This one is a fraction of the size and was created to be viewed through a keyhole - the only view inside one has when one is locked out.
In that way we invented a new advertising space and gave customers not only a pleasant view in a dire situation, but also the phone number a locksmith.

Results and Effectiveness
The calendar resulted in an notable increase of brand awareness in the target group, which can be traced back to a word-of-mouth effect: The male customers showed the calendar to their friends, and thus increased the range of this promotion.
BULCZ noticed an increase of 200% in visitors on their website, a 37% increase in orders throughout Hamburg and a significant extension of the operation area.