News//Budgets
Never stop starting something: DEMNER, MERLICEK & BERGMANN start new campaign with LIBRO
The retail chain LIBRO makes a return to Austria’s screens with the help of DEMNER, MERLICEK & BERGMANN. The new campaign starts on October 20th, 2013 and all signs point to the start.
Main focus of the campaign is the certainty that one always finds something at LIBRO and can start grand things with it. This feeling of new air can be seen and felt on TV, radio, leaflets and POS, with a campaign that invites everyone to stop by LIBRO for inspiration to discover a new project for oneself.
In this innovative spirit the creative brains of Léharstreet launched a dramatically different TV-concept.
Based on the roots of Japanese puppet theater, the Bunraku, the spots are being performed in form of small black box theater pieces. Therefor the advertising perfectly harmonizes perfectly with the new store concept: a rather high proportion of black is combined with colorful elements. Every color stands for a different product category.
Martin Filzmair, Head of Marketing at LIBRO: “The presentation that we started together with the agency emphasizes the new and fresh face LIBRO has.”
On behalf of the agency anticipation is noticeable when Dr. Harry Bergmann says: “At the start of this campaign, I wish both teams, LIBRO and ours: If the beginning is good, only good will follow.”