2009 Zumtobel Photographic Competition

The aim of the Zumtobel photographic competition has always been two-fold. To increase awareness of the Zumtobel brand name amongst architects and capture high quality data for marketing purposes. 

Having been established since 1997, it was paramount that the promotional campaign was able to stimulate and improve the level of excitement generated in the previous years. A bold creative and a carefully integrated promotional campaign were key to achieve this.

Each year, Zumtobel mails no less than 1,000 disposable cameras to leading architects all over the United Kingdom.

The brief is for the individual to take a good shot of anything with a simple disposable camera, that is visually stunning / interesting. It can capture internal or external architectural details, shots of people, or purely abstract scenes, landscapes…

Over the years there have been thousands of entries, many of an extremely high standard. Post campaign market research has shown that there is an overwhelming recall of the photographic competition and more importantly an understanding of Zumtobel, its quality products and services.

This year, the number of camera requests has been excellent in a declining market - almost 1,700 - and we are now waiting for all these exciting shots. 

Press advertising

Three adverts calling for entrants - with a link to an online form - were run in Building Design and supported by editorial.

The advert was deliberately kept very simple (and quirky) with hardly any copy. It is the Zumtobel way.

A four page section sponsored by Zumtobel will be dedicated to the competition in BD early next year. This will present the winning entries to the entire BD audience.   

Online advertising

Online promotion calling for entrants ran on the BD Homepage for one month. The competition was also promoted via BD Friday’s editorial newsletter, which was sent out to an audience of 14,000 opted-in readers. In addition, a separate standalone email was sent to BD’s subscribers and generated a tremendous response. Look out for the winners early in 2010!