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Entrant: SERVICEPLAN Germany, Munich
Brand: PENNY
Title(s): "Price Packs - Oatmeal", "Price Packs - Chips", "Price Packs - Toast"
Corporate Name of Client: PENNY-Markt GmbH
Clients: Dr. Stefan Görgens/Dr. Jan Flemming/Werner Hesse-Quack'Marcel Otten/Oliver Schwarz
Media Company: PION3ERS
Dummybau Packagings Company: Wolfrik Fischer, Munich
Packaging Agentur Company: elbedesigncrew, Hamburg
Agency: SERVICEPLAN Germany, Hamburg
Global Chief Creative Officer: Alex Schill
Chief Creative Officers: Alex Schill/Till Diestel
Executive Creative Directors: Christoph Everke/Moritz Dornig/Lorenz Langgartner/Franz Röppischer
Creative Directors: Matthäus Frost/Sebastian Bialon/Maximilian Hesse/Dennis Fritz
Copywriters: Shruthi Subramanian/Javier Granados
Art Directors: Alexandra Felbinger/Jonas Menze/Lukas Plapst/Fabian Kräke/Camille Nizet/Tanvi Phalak/Rohil Borole/Kai West Schlosser
Agency Senior Retoucher: Sandra Meyer
Agency Designer: Vira Ronkina
Agency Motion Designer: Philipp Elsner
Agency Junior Motion Designer: Michal Kuśmierz
Agency Lithographer: Nedzad Karahodzic
Agency Global Head of Creative Operations: Sabine Gwinner
Agency Creative Operations: Martina Ahrens/Susan Horn/Lisa Bender/Alexandra Grimm
Agency Trainee Copy: Melanie Hauck
Agency Working Student: Sophie Feichtner
Agency Executive Producer: Jennifer Schulz
Agency Managing Partner: Yvonne Hesse
Agency Senior Account Director: Nadine Samweber
Agency Account Manager: Alessia Scheffler
Production Company: We Make Them Wonder, Munich
Executive Producers: Paul Jax/Niclas Löffler/Maximilian Valentin
Producer: Daniela Boldt
Post-Production Company: Serviceplan Make, Munich
Post-Producer: János Kiss
3D Artist: Fabio Ziplies
Recording Studio: Hastings Audio Network, Hamburg
Music Production Company: Supreme Music, Hamburg
Music Composer: Maximilian Olowinsky
Photography Studio: BRANSCH Europe, Hamburg
Photographer: Silvio Knezevic
Styling: Karin Degener

Description:
Shoppers have been facing steep grocery price increases over the last years. New retail tactics like dynamic pricing are adding further discomfort. How can German discounter Penny demonstrate their commitment to low and stable prices? IDEA: PRICE PACKS is the first brand that’s all about the price. Because the packaging design focuses entirely on the price. Considering the usual packaging production lead times of several months, this becomes an irrevocable commitment to price stability. Placed next to competitors, the design helps consumers immediately spot the best prices.

PRICE PACKS are available in all 2100 Penny markets in Germany, promoted by an OOH campaign as striking as the packaging. RESULTS: Products flew off the shelves in record-time, with some temporary selling out during launch week. On traditional and social media, the campaign received raving reviews, earning $120 million in free media. Public perception of Penny as #1 price-stable discounter went up by 2200%. PRICE PACKS is now expanded to more products and turned from a temporary edition into a permanent brand.