Cool lounge music & captivating art!
How does air conditioning technology become a lifestyle? BURN-IN developed a campaign for Wiesmayr that combines technical expertise with art, sound, longing and stylish emotionalization.
For many years, our agency has been designing and managing holistic, emotional communication campaigns for our client Wiesmayr Klimatechnik, demonstrating that strategic, emotional brand development guarantees sustainable success even in technology-oriented industries.
In 2016, we are once again breaking completely new ground with the pioneering BURN-IN art branding approach, away from the conventional marketing beaten track...
... and Eva Pisa, a renowned Austrian artist who received the Republic's Golden Medal of Merit and has been represented by BURN-IN for several years, takes the target groups to Hawaii with the artwork "Ariadne" and shows, no doubt with a certain wink, the delightful web of relationships between a young, sporty couple connected by the red thread. A beautiful symbolism also in relation to customer relationships. The bond/customer focus plays an important role here. Luxury, a certain lifestyle, the longing for distance and closeness (in the relationship, but also in terms of location) are perfectly "transported" by the artwork and also serve as a key visual for the campaign. A perfect staging for the new lightness of air conditioning. So stop dreaming of the paradisiacal beaches of Hawaii and treat yourself to a tingling feel-good climate at its finest! Easy living as a new attitude to life in modern, technology-based living environments.
In summer, the lounge CD SUMMER BREEZE sampled by Wiesmayr for the first time will provide another really cool sound experience. And last but not least, new life will also be breathed into the company's acoustic brand - keyword: sound branding.
COOL SUMMER BREEZE shows how even a technical offering can be transformed into a brand with atmosphere - when art, sound and strategy work together consistently.
The campaign
The focus is on an image-rich pop-up business mail that will be sent to 50,000 Austrian companies, a relaunch of zwei.at, an expansion in the social media area (Facebook, Google+), optimization eco calc (APP for cooling load calculation and energy cost savings calculation), the Hyprid PR campaign, Private Offensive (sample climate packages for private households) and the Lounge FM radio campaign with 500 commercials and a business talk on the topic of "Air conditioning with photovoltaics".
As you can see:This climate is a hit!
...and don't forget: Pick up the COOL SUMMER BREEZE album this summer!
Interested in art branding?
What makes this project special
Art branding for a technical brand
With Eva Pisa's work "Ariadne", art was specifically used as a powerful brand amplifier.
Emotionalization of air conditioning technology
The campaign translates technical performance into atmosphere, lifestyle and a new feel-good promise.
Holistic campaign architecture
Pop-up mail, website relaunch, social media, PR, app, radio and private campaign were conceived as a coherent system.
Sound branding and lounge culture
The lounge CD, radio campaign and acoustic brand management extended the visual campaign with an audible identity.
High reach with clear imagery
The campaign combined broad visibility with a strong emotional coding of the brand.