Cannes Lions

STAPLES STORE BERLIN

PREUSS UND PREUSS, Berlin / STAPLES / 2011

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Overview

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Credits

Overview

Execution

To encourage people to buy as much paper as they could carry for 20 euros, we developed four metre high dummies of "copy paper piles" made out of polystyrene which could be carried by four promoters. The promoters wore branded overalls and caps, and carried the paper dummies around on Friedrichstrasse, the central commercial street where the store opening occurred.

Outcome

A crowded point of sale and many loaded down customers who bought high piles of copy paper. More than 3,000 customers on one day, an all-time record for a STAPLES store opening. Media coverage on national television and daily press (e.g. BILD, BZ).

STAPLES, the world`s largest office products company, opened its first Berlin Store with the largest and most successful paper sales promotion Berlin, Germany and Europe have ever had.

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