Profi-Ernst Promo, Case study BLURRED HOUSE by J. Walter Thompson Frankfurt

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Germany
Agency J. Walter Thompson Frankfurt
Creative Director Mark Karatas
Art Director Mario Altendorf
Client Service Director Bernd Adams
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: PROFI ERNST
Product/Service: DIY STORE
Date of First Appearance: Mar 12 2011
Entrant Company: JWT GERMANY, Hamburg, GERMANY
Chief Creative Officer: Till Hohmann (JWT Germany)
Creative Director: Mark Karatas (J. Walter Thompson)
Art Director: Mario Altendorf (J. Walter Thompson)
Copy: David Fowle (J. Walter Thompson)
Copy: Carsten Bug (J. Walter Thompson)
Account Manager: Andreas Schill (J. Walter Thompson)
Account Manager: Adrian Finzelberg (JWT Germany)
Client Service Director: Bernd Adams (J. Walter Thompson)
Production: Fabian Schrader (Transmission Advertising Services)
Production: Sandra Schreier (Transmission Advertising Services)
Photography: Georg Dörr (Lumen Joppich & Dörr)
Photography: Martin Jöppich (Lumen Joppich & Dörr)
BV EDV & Advertising: Markus Ender (Profi-Ernst)
Media placement: Special Built (Blurred House) - on location special built - 12 March 2011
Media placement: Billboards - standard posters - 18 March 2011

Insights, Strategy & the Idea

Profi Ernst is a local DIY-store in southern Germany in Esslingen. Like many local stores, it faces strong competition by national chains with a huge marketing machine behind them. The media stunt needed to create local relevance, garner airtime and show Profi Ernst as the partner on the ground for the people of Esslingen - a brand building measure driving for loyalty.

In Germany in general and in Esslingen in specific a big debate about the launch of Google Streetview has been going on. People feel an international online giant is invading their privacy. In a way similar to the David against Goliath fight of Profi Ernst against national competitors. That’s why we did a PR-relevant ambient media stunt that hijacks the topic of Streetview and shows Profi Ernst as the clever local DIY market to make your house look good.

Creative Execution
With scaffolding and a photorealistic print on a giant canvas a 3-story building in Esslingen was covered. It looked like it has been blurred on Google Streetview. A weird illusion. With a fun headline: “Don’t be ashamed of your house. Go to Profi Ernst DIY.” The headline is an ironic take on the fact that thousands of home owners in Germany have opted to have their homes blurred when Streetview launched in fall. To increase reach, Press was invited and standard posters showing the scene were up all around town. Always pointing out who’s the best local DIY store.

Results and Effectiveness
The mega media stunt and poster campaign created a lot of buzz. The core goal of gaining airtime and generating awareness was met perfectly. People stopped, laughed and read about it in all major local newspapers and websites. Esslingen responded with sympathy for Profi Ernst - because this stunt was “from one of them” and felt right for a local market. It hijacked a big, national topic and succeeded in strengthening the bond of a small store with its local community.