 CASE STUDY eNEWSLETTER #1
Zumtobel Photographic Competition 2007
2007 sees the annual Zumtobel Photographic Competition enter its 11th year of running. Each year, Zumtobel mail out 1000 disposable cameras to leading architects all over the United Kingdom.
The brief is for the individual to take a good shot of anything that is particularly unusual, preferably of the built environment, but can involve internal or external architectural details, shots of people, or purely abstract scenes. For every camera returned in the competition Zumtobel donate £5 to the charity Architects for Aid.
Over the years there have been thousands of entries, many with an extremely high standard of photography and last year was no exception with over 400 cameras returned. 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 is no exception and the number of requests has far exceeded Zumtobel’s expectations (in excess of 1,200). This is no doubt due to the bold creative and a carefully integrated promotional campaign.
 Press advertising
Four adverts calling for entrants – with a link to an online form - were run in Building Design and supported by editorial.
A four page section sponsored by Zumtobel will be dedicated to the competition in BD in November. This will present the winning entries to the entire BD audience. |
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Online advertising
Online promotion calling for entrants ran on the BD Homepage for the length of the competition, which was also promoted via BD Friday’s editorial newsletter sent out to an audience of 12,000 (Top and bottom banners).
Online entry form
For the first time this year, 95% of camera requests were fulfilled via the online form, cutting down processing time dramatically.
We are now waiting for these fantastic shots!
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