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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Germany
Agency KNSK
Creative Director Claudia Bach
Art Director Nick Jungclaus, Jana Mehrgardt
Copywriter Gregor Willimski
Producer Heinz-Rudi Junge, Lore Glander
Released November 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: SOFTSAN
Product/Service: ANTI-MITE SPRAY
Agency: KNSK
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: KNSK, Hamburg, GERMANY
Art Director: Nick Jungclaus (Knsk)
Art Director: Jana Mehrgardt (Knsk)
Creative Director: Claudia Bach (Knsk)
Copywriter: Gregor Willimski (Knsk)
Account Manager: Anna Heinrich (Knsk)
Producer: Heinz-Rudi Junge (Knsk)
Producer: Lore Glander (Knsk)
Media placement: material - suburban train - 01.12.2009

Describe the objective of the promotion.
To directly confront the viewer with the often overlooked problem of fabric mites, as well as introduce them to the anti-mite spray “Softsan”.

Describe how the promotion developed from concept to implementation
The idea was to design a fabric pattern that was exclusively made up of images of mites. We developed a floor sticker that at first glance looked like a Persian carpet but was in actual fact made up of millions of mites. In addition, we designed and produced a cushion collection in the same line. The carpets and cushions were then placed in locations where our target group would have enough time to study the pattern in-depth - in suburban trains, subway stations and in restaurants. Stickers showing a bottle of Softsan and the product tagline “Gentle on fabrics, tough on mites.” were affixed close by to complete the whole idea.

Describe the success of the promotion with both client and consumer including some quantifiable results
The promotional campaign raised intensive debate amongst the target group and successfully highlighted the problem of mites. There was also a great increase in page views of the website during the campaign.

Explain why the method of promotion was most relevant to the product or service
The concept succeeded in making the seemingly invisible problem of mites visible in a creative manner.