CURTAIN by Demner, Merlicek & Bergmann for Momax

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CURTAIN

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market Austria
Agency Demner, Merlicek & Bergmann
Director Christopher Schier
Art Director René Pichler
Copywriter Alistair Thompson
Account Supervisor Alexander Rosenegger
Editor Gerd Berner
Released December 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: MOEMAX
Product/Service: FURNITURE STORE
Agency: DEMNER MERLICEK & BERGMANN
Date of First Appearance: Dec 30 2009 12:00AM
Entrant Company: DEMNER MERLICEK & BERGMANN, Vienna, AUSTRIA
Creative Directors: Sebastian Kainz/Hannes Boeker (Demner, Merlicek & Bergmann)
Art Director: René Pichler (Demner, Merlicek & Bergmann)
Copywriter: Alistair Thompson (Demner, Merlicek & Bergmann)
Graphics: Florian Pfeifer/Lukas Hueter (Demner, Merlicek & Bergmann)
Agency Producer: Eva Hessler (Demner, Merlicek & Bergmann)
Account Supervisor: Alexander Rosenegger (Demner, Merlicek & Bergmann)
Account Managers: Albin Lenzer/Josef Obermoser (Demner, Merlicek & Bergmann)
Producers: Dr. Wolfgang Ramml/Christian Florin (Filmhaus Wien)
Director: Christopher Schier
Cinematographer: Thomas Kuerzl
Editor: Gerd Berner
Sound Studio: (Tic Music)
Music: Christian W. Mayr/Thomas Kathriner (Kathriner Sound)
Media placement: Real 3D cinema advertising - Viennese Cinema (Urania) - 30/12/2009

Results and Effectiveness
The spot attracted a great deal of attention and during the period it was shown visitor numbers to the stores rose up to 15%. And we received many positive comments from cinema-goers via email.

Creative Execution
In most Austrian cinemas the screen is covered with a curtain before the show begins. We used this truth to create an interactive cinema commercial for our client, Moemax Furniture Stores. Our spot was always placed first in the cinema commercial block. When the curtain was opened, our spot started – it showed the inside wall of a flat with a window in the middle. The actual cinema curtains were drawn back exactly to the left and right of the window, creating a real 3D effect. Then a pedestrian passes by on the street outside the window, stops and takes a look inside. He tells the cinema audience it looks really boring inside the cinema hall and suggests that the least they can do is to get new curtains. He walks off and our claim appears: ‘Moemax. Looks better, doesn’t it?’

Insights, Strategy & the Idea
The Moemax Furniture Stores' target audience is mainly young and urban. Exactly the crowd you´ll find in cinemas. The only problem was that movie-goers don’t pay much attention to the ads before the feature film. Therefore we created a commercial, which made the audience part of it and guaranteed us a very high involvement of the viewers.