Promotion

Driller Killer

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Driller Killer was a promotion campaign for the product “nie wieder bohren” (no more drilling), which makes drilling holes unnecessary. Without a media budget, the challenge was to find a simple idea to promote the product features in a tangible way, to enhance website traffic and to increase sales. Based on a bold and purposefully shocking concept, the campaign illustrated how drilling holes is annoying and how life is easier without it. The approach involved affixing product samples with screws to the doors of parked cars in the parking lots of hardware stores in Stuttgart, Dortmund, Munich and Frankfurt. Shocked at first, car owners soon relaxed again: the screws were magnetic and could easily be removed without leaving residue, just like the promoted product itself.

Credits
  • Client:
    nie wieder bohren AG, Hanau
  • Design:
    Ogilvy Deutschland
  • creative direction:
    Christian Urbanski
  • art direction/text:
    Larissa Pohl
  • project management:
    Martina Diederichs