toom’s own brand in bizarre stress test
Scholz & Friends is promoting toom’s own brand with an image campaign. The focus here is on the products’ quality ensured through intensive tests. But not without humour: the dedicated testing takes on strange forms and shows testers who are conscientious and bizarre in equal measure.
toom has more than 14,000 own-brand products in its range. Before one of these products comes on to the DIY superstore shelves, it has already been put through its paces by various test institutes, such as TÜV Rheinland. You think that sounds dry, serious and aloof? Not at all: Scholz & Friends takes a look behind the scenes of the test institutes and shows an entertainingly strange world.
One tester persistently slides over a toilet lid, two testers squeeze into a shower cubicle and another tester operates a light switch a whopping 40,000 times. While the viewers are wondering just what is going on here, the commercial clears things up: “We’ve tested it so you don’t have to.” The test situations are recreated faithfully; they are, however, produced in an exaggerated fashion.
Oliver Handlos, Managing Director Creative at Scholz & Friends: “The tests we show exist – but in a somewhat different form of course. What the real tests and our campaign tests in any case have in common is that their scientific seriousness contains unexpected humour potential.
Hans-Joachim Kleinwächter, Managing Director of Category Management and Marketing at toom, comments: “When it comes to the quality of our own-brand products, it should, however, be said that we do not mess about. Customers can have confidence in the products and start using them for DIY straight away – because we have already tested them extensively.”
The heart of the campaign, which starts running in calendar week 11 of 2019 is eight commercials; it will be possible to watch these online and/or on TV. It will also be possible for the customer to experience the campaign at the POS. From the cut-out that can be used flexibly in front all toom own-brand products to the large shelving wall that shows the entire spectrum of the own brand. The campaign also features in the insert and in other classic media. It will be expanded online in an innovative and interactive way.
AGENCY: SCHOLZ & FRIENDS BERLIN
Managing Directors: Matthias Spaetgens, Oliver Handlos
Creative: Wulf Rechtacek, Roman Reulecke, Lucas Machwitz, Sandra Dölling, Sandra Treisbach, Christopher Hoene
Account management: Bojana Hrnjak, Milena Pfennig, David Krempel
Strategy: Nicolas Schindler
Film, radio, TV: Kristin Ammon, David Voss
Art buying: Kerstin Mende
Direction: Niklas Weise
Camera: Björn Knechtel
Production: Anorak, Berlin
Post-production: Slaughterhouse, Berlin
Media: OMD, Düsseldorf
Photographers: Jens Neumann and Edgar Rodtmann
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