SENSEO ART INITIATIVE: DING DONG! FESTIVAL
In 2005, the average Senseo consumer was round about 40 years of age and the brand had done nothing up to then in terms of brand building or creating an image world. Hitherto advertising had based on posters and ad’s in mags featuring the Senseo machine and varying pads alone.
The task was to create a brand image world, make the brand accessible, tangible and relevant for young, urban core groups. Furthermore, lay foundations for story telling and create highly relevant topics for PR.
Just the kind of challenge PIECE OF CAKE love! So how did we go about things?
Senseo claimed their invention (machine and pads) had influenced the art of everyday living.
We found this claim inspiring and decided to put this it to the test. So we founded the Senseo Art Initiative, which was installed to stage an international urban art festival for young and upcoming artists annually.
In 2006, the initiative, run by Pörksen and Richards, handed out more than 50 short term stipends to individuals artists and groups. Together they created an artistic world in an old deserted department store in Hamburg, Germany, entering an open lab situation and performing their art on a daily basis in a work in progress concept, which was meant to make art more accessible for non-specialized attendees.
The festival was further enhanced by daily parties, lectures, concerts, performances and other contents. Hence, loads of PR-able images and stories were generated in the name of the brand Senseo.
30.000 people attended in 20 days and press coverage exceeded the German media by far making the Senseo Art Initiative and Ding Dong! internationally renowned.
Photos: Kai Müllenhoff
Links: Ding Dong!
