Stiebel Eltron, the german building services manufacturer won the German Econ Megaphon Award for its current online campaign. Claus Kroll-Schlüter, Head of Marketing at Stiebel Eltron, is very pleased about the award: “We are constantly working on raising the awareness of our brand in the relevant target groups – worldwide. The campaign is an important contribution to this. The positive feedback from the Econ Megaphon Award is therefore even more pleasing to us”.
With the campaign, the company shows that “pumping” can also be done differently! The central element is a 45-second commercial in which powerful pumping takes place – by Drill Instructor Ben, who steels his impressive muscles and provocatively asks whether one is prepared to “pump hard – with the most blatant machine of all time”. Surprise effect: at the end of the spot, the provocative muscleman transforms into the likeable heat pump installer next door.
“With this campaign we wanted to put the image of the heat pump in a new light,” says Kroll-Schlüter. “The success in the social media and this award show that the effort and courage to break new ground was worthwhile.
The award is presented annually to companies and agencies for their trend-setting campaigns. The 14-strong jury includes German clients from companies, creative people and strategists from agencies as well as representatives of the media and science. This year, the jury included Franziska von Lewinski von FischerAppelt and Prof. Dr. Wolfgang Schweiger, Professor of Communication Science at the University of Hohenheim.
To the german campaign: www.stiebel-eltron.de/pumpengehen