JUNIOR-BAGS by Gurtlerbachmann for Gortz

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JUNIOR-BAGS

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Industry Retail, Distribution & Rental companies, Business equipment & services, Corporate Image
Media Promo & PR
Market Germany
Agency Gurtlerbachmann
Creative Director Uli Gurtler
Art Director Veronika Kieneke
Copywriter Jens Ringena
Typographer Veronika Kieneke
Illustrator Veronika Kieneke
Released December 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: GÖRTZ
Product/Service: CHILDREN'S STORE
Agency: gürtlerbachmann
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: gürtlerbachmann, Hamburg, GERMANY
Head of Marketing: Michael Jacobs (Görtz)
Head of Advertising: Evelyn Chroust (Görtz)
Creative Director: Uli Gürtler (gürtlerbachmann Werbung)
Art Director: Veronika Kieneke (gürtlerbachmann Werbung)
Copywriter: Jens Ringena (gürtlerbachmann Werbung)
Illustrator: Veronika Kieneke (gürtlerbachmann Werbung)
Typographer: Veronika Kieneke (gürtlerbachmann Werbung)
Account Manager: Anne Kennel (gürtlerbachmann Werbung)
Media placement: Shopping Bags - Görtz Children's Chain Stores - 10.12.2009

Describe the objective of the promotion.
The main objective was to create special shopping bags for the Görtz children’s chain stores in order to give them an extra benefit inviting children to play and stimulating their fantasy. With the Görtz animalistic bag design, the customer does not only take a couple of new shoes home but also one of five various lovingly designed bag masks to play with. In connection with the dialog marketing action, parents were encouraged to become a member of the “Görtz account card program”.

Describe how the promotion developed from concept to implementation
The created shopping bags consist of folding elements in the front and rear. The loving design of five different animalistic flip-faces transforms the shopping bags into game-masks which encourage children to play together. Matching motives in the form of back lighted posters and a card dispenser, set up at the point-of-sale, draw attention to the promotion. With the cards and the subsequent participation in the “Görtz account card program”, parents have the possibility to order the whole collection of the designed bags. Registration could take place right at the cashpoint so that customers could take the whole collection right away.

Describe the success of the promotion with both client and consumer including some quantifiable results
1.600.000 produced bags for over 240 chain stores throughout Germany were sold out in just four weeks. The promotion had been planned to last for at least six weeks. Görtz runs Europe’s biggest shoe chain store in Hamburg, in which over 32.000 bags were handed out every day. Further bags had to be produced as quickly as possible in order to make the promotion last longer. The sales of children’s shoes were three times higher during that period.

Explain why the method of promotion was most relevant to the product or service
With the objective to acquire new members for the “Görtz account card program”, parents and their children were targeted. A playful promotion was the basis for a successful implementation. The bags encouraged children to play and also caught the attention of the parents by their lovely design. The inspiring characters on the different bags elated both children and parents, and the whole collection turned into an exceptional instrument to promote sales. After signing up for the “Görtz account card program” the customer could order the collection or take it right away by signing up immediately.