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PSI – The International Network of the Promotional Products Industry
PSI 2015 – Leading European Trade Show of the Promotional Products Industry
7 to 9 January 2015, Düsseldorf Exhibition Centre
8 January 2015
Electrifying, humorous and inspiring:
These are the winners of the PSI – Campaign of the Year 2014
Making the intangible tangible, transforming fiction into reality or creating emotions via social networks: The winners of the PSI – Campaign of the Year 2014 used very different ways and means to launch their products on the market. A total of twelve campaigns were nominated for the “PSI – Campaign of the Year 2014” Award. The three most convincing ideas were now honoured during PSI 2015 which takes place from 7 to 9 January 2015 in Düsseldorf.
First place: Launch of the energy store Mainz
Entrant: Bartenbach AG
Client: Energiekaufhaus EWR
The first place goes to energy utilities EWR from the Rhine-Hesse region. In a comprehensive campaign, Bartenbach AG has implemented several power packages with specific target groups in mind. Customers purchasing product packages named “Natural Power”, “Cathedral Power”, “Fitness Power”, “Heart Power” or “Starter Power” receive an “I love Mainz” magnet, corresponding product flyers and a colour-matched pen. The highlight included in each package is a promotional article matched with each product, for example a key chain made from a brick from Mainz Cathedral, a notebook made from eco-friendly paper, a TheraBand, a heart-shaped stainless-steel picture frame or a scarf in the colours of the carnival in Mainz. The campaign is further enhanced by an extensive set of additional measures, including ad campaigns, special events, shop-window decorations and the use of promoters. This campaign, so the jury said when presenting its decision, made an “invisible” product tangible, transparent and therefore turned it into a concrete experience. The jury also commended the broad basis of the campaign to promote electricity, which used a large number of products, matching each specifically to the respective package. By using an emotional approach to the customer which at the same time emphasizes regional ties, customer loyalty was enhanced in the best possible way.
Second place: Bumblebees in the heart
Entrant: Präsenta Promotion International GmbH
Client: Bastei Lübbe Verlag
Promotional product distributor/manufacturer: Präsenta Promotion International GmbH
What’s the right way to appeal to women, actually? Among those posing this question was Präsenta Promotion International GmbH, the company that devised the campaign to promote author Petra Hülsmanns’ new romance novel Hummeln im Herzen (Bumblebees in the Heart) for publisher Bastei Lübbe Verlag. Matching the theme, they used all sorts of bumblebees – as promotional products, that is. In order to get booksellers to order lots of copies of the novel and place them as prominently as possible in their shops, they incorporated a bumblebee seat in the campaign: a round fleece stool reflecting the design of the bumblebee on the cover. In addition, they produced crocheted key chains as giveaways. Postcards and swing cards distributed at bookshops, in busses and trains, and in restaurants and cafés in major German cities supplemented the campaign. Scanning QR codes on the cards would take readers to a sample from the book or to crocheting instructions for a DYI crochet bumblebee. The jury was particularly impressed by the transfer of the analog world of the book into the haptic realm through a variety of methods. The selected promotional products were developed explicitly from the book. Not only did this approach take up the book title in a humorous fashion. The high quality of the products also ensured their long-term use. This idea earned the campaign second place in the “PSI – Campaign of the Year 2014” Award.
Third place: TASSIMO Idea Workshop – be open to all that’s possible
Entrant: Koziol
Client: TASSIMO (a Mondelez brand)
The TASSIMO Idea Workshop gave TASSIMO fans a chance to get inventive themselves and expand the pod-machine manufacturer’s product range. As part of an online campaign, TASSIMO asked its fans to submit suggestions for a new product via Facebook. Plans call for the winning product to be produced in collaboration with Koziol and introduced into the market. Participation was possible only via Facebook. TASSIMO relied on a highly sophisticated campaign implemented in several steps. Running the entire campaign via the social network was a particularly strong point. Continuous documentation ensured a high-profile award entry as well as unusual and outstanding product loyalty.
About PSI
At PSI, the Leading European Trade Fair of the Promotional Products Industry, promotional products professionals will be able to gain an overview of the trends and innovations of the industry. It will also offer special exhibits and show areas where topics such as promotional labelling, printing and finishing technologies as well as inventions and innovations will be taken up and looked at in greater depth. At PSI 2014, 852 exhibitors presented their companies to 16,228 visitors from 33 countries. PSI 2015 will take place in Düsseldorf from 7 to 9 January.
www.psi-messe.com