SCHOLZ & FRIENDS, A SUCCESSFUL COMPANY
BRIGHT DAY COMPANY
This semester one of the courses in the department of communication media and culture was the ‘Introduction to advertising and public relations’. After first creating our own company with the name Bright Day, we proceeded with the next task assigned to us.
During the course, with the main purpose of introducing the world of advertising and marketing, we assessed some of the most famous companies that have reached the peak of advertising. It should however be noted that the advertising space is demanding and difficult. It needs fresh and creative ideas constantly and success is synonymous with hard work and dedication. Nevertheless, the most important point of is for us and our fellow students to understand the strategy, the method, the tools and the way the companies managed to reach the top.
Through the Cannes Lion 2019 awards, we selected one of the largest European advertising companies, Scholz & Friends, “one of the leading creative agency groups in the German-speaking words“ and analyzed the methods they used that allowed them to win the award for advertising for The Tampon Book.
The first thing we did was to visit the company’s website and other sites that were brought to the company, its work and achievements. We found great and impressive work from the people of the agency that proves to us the success it has in advertising and the great collaborations that it has.
Some key facts about the agency are that the company was founded in Hamburg by Jürgen Scholz, Uwe Lang and Michael Menzel in 1981. Today the company has dual headquarters in Hamburg and Berlin. Its “Orchestra of ideas” is an international company that unites all instruments under one roof. Some of the well-known customers of the company are Vodafone, 3M, Siemens, Mercedes, Opel, Robinson.
Of course, like any organized and successful company, it pursues a strategy together with its specialized team. Strategy is content, portfolio, market research, brand communication and change management. The result is a strong presence of the brand in the market, customer satisfaction and increasing popularity. After studying Scholz and Friends, we concluded that through a wide variety of services, it aims to direct customers to something that matters.
All of these elements are intended to bring the company into a clearly aligned business and brand transformation process and can be broken down in a meaningful and action- oriented manner for all important company areas.
Some of the award-winning advertising works of Scholz & Friends that we included in our assignment are:
ΤΗΕ TAMPON BOOK — THE FEMALE COMPANY
The advertisement behind the campaign is to sell organic tampons packaged in a book — and thereby outsmart tax law through its own regulations. As a lower tax rate applies for books, Scholz & Friends can sell tampons at a lower tax rate of seven per cent. The book highlights feminism, taboos and especially that a period is not a luxury. Thousands of books have been sold worldwide and The Tampon Book was so successful that The Female Company had to have further print runs. The case film registered more than 10.5 million views on YouTube, Facebook and Instagram.
DISCOVER THE MAGIC OF CRAFT
A handmade miniature world gives a glimpse into the workshops of Montblanc.
Mont Blanc celebrates the 110th year of hard work and innovation.The brand’s 110-year anniversary provided the inspiration to create an authentic retro clip that takes the viewer on a journey through the history of the company from Hamburg. From a simple breakthrough in handwriting technology came a larger vision for Montblanc, who celebrates a rich history with the new “Rouge et Noir” collection of writing instruments, stylish jewellery and elegant leather craft.
Mont Blanc combines not only a rich history of craftsmanship, but reflect incredible attention to detail, innovation, functionality, style and most importantly, covers any style whether classic or modern.
In total, the company has won a total of four gold, four silver and three bronze awards in various categories and for their various work at Cannes Lion 2018. Through this work we were able to learn how advertisers succeed in advertising and convey this purpose to our fellow students.
Bright Day members : Nikolina Thoma, elisavet liapi, Konstantina Machaira, Tonia Vlassi , Alexia Moshouti.
Lesson: Introduction to Advertising and Public Relations.
Professor: Betty Tsakarestou
Facebook: https://www.facebook.com/BrightDay00
Instagram: https://www.instagram.com/bright_.day/
Thank you for reading!
