Marketing in black and white
To inform their target group about a new stackable chair, Wilkhahn, a manufacturer of furniture for offices and commercial buildings, came up with an innovative and unusual concept. Many will be familiar with the board game "draughts" from their childhood but may have forgotten the rules after so many years. This game with black and white pieces was the theme chosen by Wilkhahn's sales and event strategists to promote their new multipurpose stackable chair "Aline" to the target group: mainly architects and interior designers, but also prospective customers from the hotel and conference sector and operators of large seminar and convention centres. Together with Carpet Concept, a specialist in innovative flooring, Wilkhahn invited guests to a draughts tournament. The game was played with black and white "Aline" chairs as the "pieces" on a "board" from Carpet Concept's "Solitär" carpet range. The locations for this out-of-the-ordinary draughts tournament were various interesting event locations in Germany. A number of poseur tables with normal draughts boards on them were dotted around the main board. That enabled several rounds to be played at once, with each team getting to play on the big board once. Antje Peters-Reimann
m+a report Nr.2 / 2006 vom 24.03.2006
m+a report vom 24. März 2006