A perfect mix of different types of promotional products and their uses The enormous success promotional products can generate in customer acquisition and loyalty is demonstrated every year by the advertising and marketing campaigns that are nominated for the "PSI - Campaign of the Year". This year six campaigns made it to the nominations. All of them are notable for successfully integrating a promotional product. The nominees use these in combination with quite different media, and all gave proof of the great efficiency of promotional products.
The projects will be presented to the visitors at the PSI Trade Show which takes place from 11 to 13 January 2012. The award ceremony will be held during the PSI Night on the evening of the first day of the show in the Düsseldorf "Nachtresidenz" club.
Jacksono by Jack's Gift Company: Gräfrather Lichterzauber
The "Gräfrather Lichterzauber (Gräfrath Light Magic)" community festival held in Solingen-Gräfrath in September 2011 and a supporting campaign promoted the historic Gräfrath town centre. The aim was to raise the town's profile and image in the vicinity, in the Cologne and Düsseldorf area and throughout the Ruhr area. Classic promotional measures in the form of postcards, advertisements, posters and online promotion were used. As part of the campaign, candle bags were distributed to the residents by the local community newspaper. The residents could then set up the candle bags at home to coincide with the festival of lights, during which the town centre was illuminated by 3500 candle bags, and afterwards. A fascinating atmosphere was created and the residents' sense of community strengthened. The supplier of the promotional product was Jacksono by Jack's Gift Company.
Jacksono by Jack's Gift Company & Sono Design: Nanus
Squeezies in various colours, produced by Jacksono by Jack's Gift Company & Sono Design, were a source of amusement in a campaign for the Gartenheim housing cooperative in Hanover. With the help of the NANUS, recipients were to rediscover their sense of humour in the face of complex problems in society. NANUS is a combination product consisting of the squeezies plus accompanying leaflet which were both distributed in Hanover, a logo, packaging and classic advertising activities in the print media, on the Internet and on public transport. The NANUS has its own political, social and philosophical view on current issues which can be read up on in the accompanying leaflet and on the Internet. In addition to simply raising the level of awareness regarding Gartenheim, the aim was to present an open, self-confident and likeable housing cooperative.
Kandinsky Deutschland GmbH: BlackBerry - Immer alles geben
Kandinsky Deutschland GmbH has been nominated for this year's "PSI - Campaign of the Year" for the BlackBerry campaign "Immer alles geben (Always give it everything you've got)". At the centre of the campaign for a new smartphone, which was realised by east end communications GmbH, were two television spots addressing the female and male target group respectively. The aim of the "High Heel Race" and "Kiteboarder" spots was to establish the BlackBerry brand also beyond business circles among the young target group. To match the spots and other print, online and PoS activities, Kandinsky Deutschland GmbH supplied gender-specific promotional products - gel pads for high-heeled shoes, so-called High Heel Pads, for the women, and kiteboard-style key fobs with an integrated bottle-opener for the men. These were used during a promotions tour through E-Plus shops in Germany.
Mobilcom: Helden der Nation (Heroes of the nation)
The mobilcom "Helden der Nation" campaign was run to accompany the 2010 Football World Cup. The idea was to take advantage of the nation-wide football enthusiasm to raise the profile of the mobilcom-debitel brand, increase interest in the mobile Internet and sell more mobile Internet packages. The core of the campaign which was accompanied by television spots was a prize-winning competition consisting of 100 questions on the World Cup and run on various channels: online, at the PoS and as part of promotions activities. The winners each received a World Cup fan package consisting of a fan make-up kit, a bottle-opener with sound effects, a sofa plaid and a match schedule - all of them featuring the brand. The supplier of the make-up and the folding plan was Grabenhorst & Vetterlein GmbH. Kandinsky Deutschland GmbH supplied the bottle opener and the plaid.
Neamedia: Customer loyalty programme for Léon de Bruxelles
In order to raise customer loyalty and, as a result, the number of repeat visits, the Léon de Bruxelles chain of mussels restaurants made use of a high-quality promotional product. Customers who registered with Léon de Bruxelles are not only kept up to date on current restaurant specials by e-mail but also regularly sent vouchers for gifts to be collected at their next visit. In this context, the restaurant chain gave each of their customers a mussel pot in the company colours displaying the Léon de Bruxelles logo. In addition to being marketed directly by post and e-mail, the mussel pot was also advertised as a gift at the restaurants and on social networks. The pot was supplied by promotional products manufacturer Neamedia.
Promart Promotion: Coca-Cola Rock'n Coke Projekt
The effect of promotional products in combination with social networks was demonstrated by the campaign of Coca-Cola in cooperation with Promart Promotion from Turkey. On the occasion of the Rock'n Coke Festival in Istanbul, RFID wristbands were handed out to the visitors. The latter could associate their wristbands with their Facebook account on site. They could use the Reading Points on the festival area to post their updates on Facebook. In this manner, the young and for the most part very Internet-prone visitors kept their friends up to date on their festival experience. Some 70,000 posts were sent to the users' Facebook accounts during the event which was thus communicated in the best possible way.
About the PSI - Campaign of the Year : Since 2008, the "PSI - Campaign of the Year" has been awarded during the PSI, the Leading European Trade Show of the Promotional Products Industry. Application is open to promotional products distributors, suppliers as well as advertising agencies and their customers who integrated a promotional product into an advertising campaign. This year, the jury consists of representatives of the specialist magazines PSI Journal, TVP and dedica, Manfred Schlösser, Stefan Roller-Aßfalg and Dr. Claus-Jörg Harnisch as well as Hans-Joachim Evers of the GWW, designer Lutz Gathmann, PSI Director Michael Freter and PSI Press Spokesman Dr. Mike Seidensticker.
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