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 CASE STUDY eNEWSLETTER #3
Zumtobel Photographic Competition 2008
2008 sees the annual Zumtobel Photographic Competition enter its 12th year. Each year, Zumtobel mails out 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 that is particularly unusual, preferably of the built environment. It can capture internal or external architectural details, shots of people, or purely abstract scenes.
Over the years there have been thousands of entries, many of an extremely high standard, 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, the number of requests has by far outstripped Zumtobel’s expectations (in excess of 2,300). So much so that Zumtobel decided to produce and send out another 800 cameras. This is no doubt due to the bold creative and a carefully integrated promotional campaign.
 Press advertising
Three 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 later on this year. 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). A separate stand alone email was also sent to BD’s subscribers and generated a tremendous response.
Online entry form
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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