Oliver Voss Promo, Case study BATHING BEAUTY by Lauffeuer Kommunikation, Oliver Voss

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Germany
Agency Lauffeuer Kommunikation
Agency Oliver Voss
Creative Director Till Monshausen
Producer Cornelius Roenz
Released August 2011

Credits & Description

Category: Corporate Communication
Advertiser: OLIVER VOSS
Managing Director: Oliver Voss (Oliver Voss Werbeagentur)
Head Of Consumer Pr: Jana Riethausen (Lauffeuer Kommunikation)
Pr Consultant: Jana Noerenberg (Lauffeuer Kommunikation)
Managing Director: Fabian Menzel (Lauffeuer Kommunikation)
Producer: Cornelius Roenz (Markenfilm)
Production Manager: Daniel Behrend (Markenfilm)
Owner: Peter Ardelt (Figurenbau Peter Ardelt)
Managing Director: Marcia Kilgore (Soap And Glory)
International Project Manager: Jana Linde (Soap And Glory)
Documentation: Ulrike Kramer (INFECTED Postproduktion)
Documentation: Jens Monske (INFECTED Postproduktion)
Creative Director: Till Monshausen (Oliver Voss Werbeagentur)
Media placement: Corporate Communication - BILD Hamburg - 1 August 2011
Media placement: Corporate Communication - Hamburger Abendblatt - 1 August 2011
Media placement: Corporate Communication - NDR - 1 August 2011
Media placement: Corporate Communication - BBC.co.uk - 1 August 2011
Media placement: Corporate Communication - Die WELT - 1 August 2011
Media placement: Corporate Communication - Sueddeutsche Zeitung - 1 August 2011
Media placement: Corporate Communication - Sunday Times - 1 August 2011
Media placement: Corporate Communication - TIME Magazine Online - 1 August 2011
Media placement: Corporate Communication - BILD Der FRAU - 1 August 2011
Media placement: Corporate Communication - STERN View - 1 August 2011

Summary of the Campaign
In 2010, Oliver Voss, former CCO of Jung von Matt, had an idea to promote his new agency Oliver Voss: a 4-metre high 20-metre long sculpture of a lady taking a bath in the Alster Lake in the centre of Hamburg. We were involved to create a PR-buzz.

The project faced a major challenge: the Alster Lake is a promotion-free public zone. Consequently the project needed to be implemented as an ad-free art project and temporary landmark of Hamburg. Official title: 'Bathing Beauty'. After 1 year the project was finally approved by Hamburg’s city administration for the period from August 1st to 10th, 2011. The cosmetic label Soap&Glory agreed to be sponsor.

Already during the construction journalists and photographers sieged the Alster Lake. At the official press event journalists discussed with artist, Oliver Voss, and took pictures out of provided boats. Furthermore, high-quality photos and press releases are spread via press and picture agencies. The picture of the 'Bathing Beauty' was all over the press in Germany, and made it to front pages of established media. Internationally the 'Bathing Beauty' also generated massive coverage e.g. in Brazil, the United States, Great Britain, Russia and even China and South Korea.
A campaign, which was primarily locally planned, became a project of national and international charisma. The new agency Oliver Voss gained worldwide attention.

The Situation
In spring 2010 the new advertising agency Oliver Voss was looking for a way to demonstrate both, its creativity and its execution skills to potential clients. The Hamburg based agency wanted to create a temporary new landmark for Germany’s second biggest city. In co-operation with the PR agency lauffeuer Kommunikation a spectacular PR campaign was created.

The Goal
The campaign, 'Bathing Beauty, transforms the waterfront of Hamburg’s central lake into the largest bathtub in the world - and makes inhabitants and tourists of Hamburg gaze, smile, laugh and amazed. With this campaign the former Jung von Matt CCO, Oliver Voss, and his new agency Oliver Voss, suddenly become the talk of town and get into the center of attention of the local und national media as well as potential new clients.

The Strategy
We declare bathing an art form:
The campaign is implemented under the official title 'Bathing Beatuy', as an ad-free art project: no branding, no billboards. But with PR and social media, we proactively integrate the originator, Oliver Voss. Public discussions on the question of 'art or advertising?' are particularly welcome. Therefore the 'Bathing Beauty' is the first ad-free advertising campaign on the Alster Lake. Created from eco-friendly materials, the 'Bathing Beauty' shall become a temporary landmark for Hamburg.

A strategy that convinced the city:
After 1 year the installation of the 'Bathing Beauty' was approved for the period from August 1st to 10th, 2011. The British cosmetic label Soap&Glory - a customer of Oliver Voss - likes the project immediately and agrees to sponsor the project. Not at least, because the 'Bathing Beauty' fits into the brand strategy: in England, the super pink products are a cult.

We stage the installation of the 'Bathing Beauty' on August 1st as a public event - announced by the local newspaper Bild. Numerous journalists and onlookers follow the construction. The fact that the 'Bathing Beauty' first seemed to drown and finally on August 2nd is well-positioned gives the project even a bigger media impact: Hamburg is captivated; journalists siege the Alster Lake for 2 days.

At the press event with Oliver Voss, we provide boats for the journalists, spread photos via press and picture agencies and launch a Facebook page as a platform for all interested people, where a photo competition drives traffic.

Intensive media work:
From the beginning until the downsizing the journalists are provided with connecting factors for new stories and the news agencies in particular are serviced.

Documented Results
The media coverage was overwhelming, not only locally and nationally, also internationally the 'Bathing Beauty' and its creator made it front page, including Brazil, the United States, Great Britain, Russia and even China and South Korea. Oliver Voss gained national and worldwide attention.

National results: 263 press reports in local and regional media (e.g. NDR, Hamburger Abendblatt, BILD Hamburg) and national key media (e.g. Süddeutsche Zeitung, BILD der FRAU)
- 77 print articles, 114 online articles, 13 tv reports, 33 radio broadcasts and 26 blog posts.

40m contacts in print, TV and radio. Almost 2.7bn online page visits.

Internatioal results:
We captured 56 reports, e.g. in USA Today, CNN, New York Post, La Stampa, Corriere Della Sera, BBC, Sunday Times, China Daily (due to a lack of comprehensive monitoring of international media there is no complete analysis).