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Monet, Monet, Monet

Irrigation Kampagne Kärcher

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Aufgabe

Achtung Zungenbrecher: Next Generation Schlauchaufbewahrungs- und Bewässerungssystem. Für die Produktrange rund um das Thema Gartenbewässerung (Neudeutsch: Irrigation) galt es eine Kommunikation zu entwickeln, die nicht nur Produktvorteile kommuniziert, sondern auch emotional mit Gartenliebhabern connected.

Idee

Gartenbewässerung ist echte Kunst. Deshalb lag es natürlich auf der Hand, den Godfather of Impressionismus zu unserem Testimonial zu machen. Das Motto: Your garden. Your masterpiece.

Umsetzung

Im Kampagnenfilm zeigt uns Monet, dass ein Connaisseur der gepflegten Garten Routine mit Kärcher wahre Meisterwerke auf den Rollrasen zaubern kann.

Zusätzlich haben wir die Kampagne ins Digitale verlängert. Rolls out wie der perfekte Rollrasen!

Auf Social und Display Ads wirken die Assets wie das blühende Leben. Wir müssen sagen: Wir sind glühende Fans.

SHOW ME THE MONET

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SHOW ME THE MONET

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Love Language: Gartenbewässerung. Menschen haben eine besondere Beziehung zu ihrem Garten. Für Liebhaber ist der Garten eine Leinwand, auf der sie ihre Kreativität ausleben können. Auf der Suche nach einem passenden Hero für die Kampagne war deshalb schnell klar: Monet it is!

Case Kaercher Masterpiece Campaign Irrigation
Case Kaercher Masterpiece Campaign Irrigation
Masterpiece Kampagnenmotiv Claude Monet Look-a-like im Garten mit Produkt
Masterpiece Kampagnenmotiv Claude Monet Look-a-like im Garten mit Produkt
Masterpiece Kampagnenmotiv Claude Monet Look-a-like im Garten mit Produkt
Masterpiece Kampagnenmotiv Claude Monet Look-a-like im Garten mit Produkt
Case Kaercher Masterpiece Campaign Irrigation
Claude Monet Look-a-like im Garten beim Einsatz des Produkts
Produktdetailaufnahme umringt von Pflanzen
Masterpiece Kampagnenmotiv Claude Monet Look-a-like im Garten mit Produkt
Masterpiece Kampagnenmotiv Claude Monet Look-a-like im Garten
Masterpiece Kampagnenmotiv Claude Monet Look-a-like im Garten

Das hat den Kunden vielleicht Money gekostet, aber die Kampagne hat ihm Monet gebracht. Mindestens.
 

Die Visuals für das Schlauchaufbewahrungs- und Bewässerungssystem von Kärcher stehen nicht nur auf  OOH gut da. In Print haben die Motive extremes Eselsohr-Potential – und machen das ein oder andere Magazin vielleicht sogar um eine Seite ärmer. Denn wer möchte nicht auch einen Monet bei sich zu Hause hängen haben.

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Blühende Feeds

Die Kampagne ist auch auf Social absoluter Scroll Stopper. Identifikationsfigur: check. Ästhetik: check. Tap: check. Traffic incoming!

Mixed Media Collage
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