DICKY BIRD PROMOTION by Gurtlerbachmann for GÖRTZ

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DICKY BIRD PROMOTION

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Industry Apparel & Accessories Stores, Business equipment & services, Corporate Image
Media Promo & PR
Market Germany
Agency Gurtlerbachmann
Copywriter Claudia Oltmann
Released December 2010

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: GÖRTZ
Product/Service: BOOK AND PACKAGE DESIGN
Agency: GÜRTLERBACHMAN
Date of First Appearance: Dec 6 2010
Entrant Company: GÜRTLERBACHMAN, Hamburg, GERMANY
Creative Direction: Uli Gürtler (Gürtlerbachmann)
Art Direction/Illustration: Veronika Kieneke (Gürtlerbachmann)
Art Direction/Illustration: Merle Schröder (Gürtlerbachmann)
Head of Marketing: Michael Jacobs (Görtz)
Account Manager: Anne Kennel (Gürtlerbachmann)
Copywriter: Claudia Oltmann (Gürtlerbachmann)
Media placement: Book - Görtz Sales Areas In Germany - 06.12.2010
Media placement: Packaging - Görtz Sales Areas In Germany - 06.12.2010
Media placement: Reply Card - Görtz Sales Areas In Germany - 06.12.2010
Describe the objective of the promotion.
To resolve the challenge, a promotion was designed which is not only colourful and eye-catching, but also transfers knowledge about our local world of birds in a playful way.
In the foreground was not only one particular product, but also the opportunity to bring attention to the children’s sections by optical and playful means of promotion, so that parents will become a part of the Görtz costumer card programme.
Describe how the promotion developed from concept to implementation.
The colourful Görtz world of birds presents itself in all the Görtz sales areas set aside for children’s shoes. For this purpose, a lovingly designed birdhouse is of course indispensable: a big colourful book all about our feathered friends to play with and marvel at. Along with five different bird packagings for shoelaces, in the form of a sales special, it has served to increase customer frequency in the Görtz sales areas for children’s shoes and to win over customers for the Görtz store card.
Explain why the method of promotion was most relevant to the product or service.
Görtz runs not only in the Alstertal shopping centre as a special children’s shop, but also controls many children's sections in Görtz shoe stores all over Germany.
In these sections, you will find highly skilled experts, who offer shoes and accessories for children in between the ages of 0 and 12 years.
In order to push these children’s sections and popularise them more, it was the task to create a promotion which will bring up the customer frequency in these sections and win new customers for the Görzt customer card programme.
Describe the success of the promotion with both client and consumer including some quantifiable results.
In the past years there have been many promotions with the intention of stimulating the Görtz children’s sections, and to win more custumers for the Görtz card. Comparing to the Görtz world of birds, all of them were much more complex and resulted in more cost. Regardless of other arrangements, in order to be successful it comes down to new applications for the Görtz custumer card programme.
The Görtz world of birds was colourful and eye-catching. It spread passion, caused hundreds of applications for the Görtz card, and was more effective than any promotion before.