In collaboration with the trendy restaurant Brenner and conceptually boosted by the brand experts of the FISCHER PLUS GROUP, the renowned manufacturer of exclusive writing instruments is celebrating the 100th anniversary of the Meisterstück fountain pen with a pop-up kiosk on Munich’s grand boulevard. The focal point of the event: the charming presence of the FISCHER PLUS GROUP hostesses, who generate the desired leads with charm and persuasive power during the 27 days of the activation.
BRIEFING
The promotional staff are tasked with lead generation at the kiosk using two iPads and QR codes. Passersby and customers are invited to write postcards with the advertised Meisterstück pens at the kiosk’s writing counter, which Montblanc will then send. Those who register for the newsletter receive pretzels, pistachio croissants, and a voucher for a coffee from the Brenner restaurant.
CLIENT:
CATEGORY:
Brand Activation
CONCEPT
A pop-up kiosk styled after Wes Anderson’s colorful campaign video for the Meisterstück anniversary opens in front of the Brenner restaurant. It features a writing counter and a food area, creating an inviting atmosphere, supported by the charming approach of the two promotional experts on duty each day.
These personable brand experience experts also promote a special extra during the 27 campaign days: two public calligraphy classes at the kiosk, for which guests can sign up. A Munich-based calligrapher will give an introduction to calligraphy and letter art to all interested participants.
The brand experts are also points of contact for customers who want to redeem their Aperol Spritz voucher after a purchase at the Montblanc boutique on Maximilianstraße. They guide them to the bar at Brenner and then to the kiosk counter to enjoy their drink.
SUCCESS
Fountain pens with a proven history, the positively connoted brand environment of the upscale Munich shopping district, a colorful setup, and not least, the skilled customer interaction by the FISCHER PLUS GROUP hosts and hostesses: with taste, style, and a touch of luxury, this charming brand experience leaves an absolutely convincing impression.
Performance
The FISCHER PLUS GROUP | Promotion Agency | POS Agency provided for consulting | concept coordination | planning organization | contact budget planning | personnel acquisition, selection, training accounting | deployment logistics planning | control coordination of the campaign process | reporting | budget control | campaign follow-up.
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