MOVING BOX by Ogilvy & Mather Duesseldorf for Toom Baumarkt

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MOVING BOX

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Germany
Agency Ogilvy & Mather Duesseldorf
Creative Director Martin Seele
Art Director Simon Goebel
Copywriter Nadja Franke, Mike Dawe
Released July 2010

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: TOOM BAUMARKT
Product/Service: TOOM SERVICES
Agency: OGILVY ACTION
Date of First Appearance: Jul 1 2010
Entrant Company: OGILVY ACTION, Düsseldorf , GERMANY
Art Director: Simon Goebel (Ogilvy Action)
Creative Director: Martin Seele (Ogilvy Action)
Copywriter: Nadja Franke (Ogilvy Action)
Copywriter: Mike Dawe (Ogilvy Action)
Account Executive: Werner Hesse-Quack (Ogilvy Action)
Production Manager: Hanna von Schultz (Ogilvy Action)
Projectmanager: Maren Ebbert (Ogilvy Action)
Managing Director: Matthias Reitz (Freie Produktioner)
Managing Partner/Executive Producer: Björn Kleiber (brand new entertainment)
Media placement: Moving Box - Toom DIY Store - 1. July 2010

Insights, Strategy & the Idea
With more than 320 subsidiaries, TOOM is one of the leading hardware stores in Germany. The task was to advertise their wide range of services, which include interior design advice, installing electrics and lying under floor heating. The challenge was to use an existing tool without changing the construction itself. We want to speak to the audience at a time when they are most receptive to home-furnishing suggestions – when they are moving. This is when the 8 million people who relocate in Germany every year tend to decorate and renovate their houses and though TOOM customers know what has to be done, we know that they appreciate interior design advice.

Creative Execution
We chose to use TOOM’s moving boxes as a new advertising medium. When constructed, each box gives the customer a realistic insight into a living situation. This stimulates costumer interest so that they can see at a glance how the different TOOM services would work in a real-life scenario, such as interior design advice for a living room or the laying of under floor heating in a bathroom.

Results and Effectiveness
The moving box proved to be a highly innovative and incredibly effective way of communicating with customers. From day one, visits to TOOM service desks almost doubled and with a similar impact seen with online click rates, we clearly made a significant difference. Thinking outside the box, we changed the inside of a box and that led to big changes…outside of the box.