Luthi & Stocker Promo BIKE CHAINS by Krieg Schlupp

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BIKE CHAINS

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Industry Consumer & Public services
Media Promo & PR
Market Switzerland
Agency Krieg Schlupp
Creative Director Uwe Schlupp
Copywriter Nicole Maczko
Client Service Director Harry Zogg
Account Supervisor Cristina Lutz
Typographer Jowita Jaskiewicz
Released November 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: LÜTHI & STOCKER
Product/Service: ONLINE BOOKSHOP DELIVERY
Agency: KSB KRIEG SCHLUPP BÜRGE
Date of First Appearance: Nov 29 2010
Entrant Company: KSB KRIEG SCHLUPP BÜRGE, Zürich, SWITZERLAND
Creative Director: Uwe Schlupp (KSB Krieg Schlupp Bürge)
Copywriter: Nicole Maczko (KSB Krieg Schlupp Bürge)
Typographer: Jowita Jaskiewicz (KSB Krieg Schlupp Bürge)
Client Service Director: Harry Zogg (KSB Krieg Schlupp Bürge)
Account Supervisor: Cristina Lutz (KSB Krieg Schlupp Bürge)
Head of Marketing: Roman Horn (LÜTHI & STOCKER)
Head of Marketing: Wolfgang Horn (LÜTHI & STOCKER)
Media placement: Guerilla Marketing - Zuerich City - 29.11.2010

Describe the objective of the promotion.
«Zueribuch» is the very first online-book shop in the city of Zurich, that delivers ordered books within hours by bike messengers. The purpose of this promotion was to promote this service and to let the target group know that the online-bookshop delivers its books by bike now.

Describe how the promotion developed from concept to implementation.
We fixed different books of several genres with bike chains on very well frequented bike parking lots in the city of Zurich: at the train stations, theatres, museums, schools, the universities and the lake.

Explain why the method of promotion was most relevant to the product or service.
Most relevant was that we pointed out the business idea «books delivered by bikes». We had to combine books and bikes in a new and funny way. Therefore we replaced bikes by books and attached them with a bike chain to a bike parking lot.

Describe the success of the promotion with both client and consumer including some quantifiable results.
A lot more customers then expected used the online ordering service and took advantage of the bike messengers. Some of the books that were fixed to bike chains were almost sold out.