{"id":55043,"date":"2011-10-22T19:35:54","date_gmt":"2011-10-22T17:35:54","guid":{"rendered":"https:\/\/www.kaiwulff.de\/?post_type=portfolio&#038;p=55043"},"modified":"2016-10-23T09:29:00","modified_gmt":"2016-10-23T07:29:00","slug":"kampagne-wie-macht-es-das-nur-baumarkt","status":"publish","type":"portfolio","link":"https:\/\/www.kaiwulff.de\/en\/portfolio\/kampagne-wie-macht-es-das-nur-baumarkt\/","title":{"rendered":"Kampagne &#8222;Baumarkt&#8220;"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-parent=\"true\" class=\"vc_row has-bg need-focus style-color-rgdb-bg row-container\" id=\"row-unique-0\"><div class=\"row no-top-padding single-bottom-padding quad-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 double-internal-gutter\"><div class=\"uncol style-spec style-dark\"  ><div class=\"uncoltable\"><div class=\"uncell double-block-padding\" ><div class=\"uncont\" ><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left align_center_tablet align_center_mobile column_child col-lg-12 col-md-100 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"h3 object-size self-video fluid-object\" style=\"padding-top: 75%\"><div style=\"width: 640px;\" class=\"wp-video\"><video playsinline data-keepplaying class=\"wp-video-shortcode\" id=\"video-55043-1\" width=\"640\" height=\"360\" poster=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/cortal_consors_kampagne_baumarkt_titel.jpg\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/Cortalconsors-Baumarkt.mp4?_=1\"><a href=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/Cortalconsors-Baumarkt.mp4\">https:\/\/www.kaiwulff.de\/wp-content\/uploads\/Cortalconsors-Baumarkt.mp4<\/a><\/video><\/div><\/div><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 col-md-33 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"icon-box icon-box-left\" ><div class=\"icon-box-icon fa-container\" ><span class=\"text-accent-color btn-disable-hover\"><i class=\"fa fa-cog2 fa-2x fa-fw\"><\/i><\/span><\/div><div class=\"icon-box-content\"><div class=\"icon-box-heading icon-box-fa-2x\"><h3 class=\"h5\">Strategie-Entwicklung<\/h3><\/div><p>Entwicklung der Wachstumsstrategie als CMO bei Cortal Consors<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 col-md-33 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"icon-box icon-box-left\" ><div class=\"icon-box-icon fa-container\" ><span class=\"text-accent-color btn-disable-hover\"><i class=\"fa fa-mobile2 fa-2x fa-fw\"><\/i><\/span><\/div><div class=\"icon-box-content\"><div class=\"icon-box-heading icon-box-fa-2x\"><h3 class=\"h5\">Umsetzung als Kampagne<\/h3><\/div><p>TV, Print, Online<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"uncode-single-media  text-center\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"uncode-single-media-wrapper single-advanced\"><div class=\"tmb tmb-light tmb-overlay-text-anim tmb-overlay-anim tmb-overlay-text-center tmb-entry-title-uppercase  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\" ><div class=\"t-inside\" ><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"t-entry-visual-cont\"><div class=\"dummy\" style=\"padding-top: 39.9%;\"><\/div><a  class=\"inactive-link pushed\"><div class=\"t-entry-visual-overlay\"><div class=\"t-entry-visual-overlay-in style-dark-bg\" style=\"opacity: 0.2;\"><\/div><\/div><div class=\"t-overlay-wrap\"><div class=\"t-overlay-inner\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"t-overlay-content\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"t-overlay-text single-block-padding\"><div class=\"t-entry\"><i class=\"fa fa-plus2 t-overlay-icon\"><\/i><\/div><\/div><\/div><\/div><\/div><img decoding=\"async\" class=\"wp-image-55046\" src=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/cortal_consors_kampagne_baumarkt2.jpg\" width=\"2176\" height=\"868\" alt=\"\" srcset=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/cortal_consors_kampagne_baumarkt2.jpg 2176w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/cortal_consors_kampagne_baumarkt2-600x239.jpg 600w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/cortal_consors_kampagne_baumarkt2-300x120.jpg 300w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/cortal_consors_kampagne_baumarkt2-768x306.jpg 768w\" sizes=\"(max-width: 2176px) 100vw, 2176px\" \/><\/a><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><\/div><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_center column_child col-lg-4 col-md-33 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_progress_label vc_pie_chart wpb_content_element\"  data-pie-value=\"85\" data-pie-label-value=\"\" data-pie-units=\"%\" data-pie-color=\"#d35400\" data-pie-width=\"5\" ><div class=\"wpb_wrapper\"><div class=\"vc_pie_wrapper\"><span class=\"vc_pie_chart_back\" style=\"border-width: 6px\"><\/span><span class=\"vc_pie_chart_value\"><\/span><canvas width=\"101\" height=\"101\"><\/canvas><\/div><p class=\"wpb_heading wpb_pie_chart_heading\">143 K Neukunden<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_center column_child col-lg-4 col-md-33 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_progress_label vc_pie_chart wpb_content_element\"  data-pie-value=\"77\" data-pie-label-value=\"\" data-pie-units=\"%\" data-pie-color=\"#d35400\" data-pie-width=\"5\" ><div class=\"wpb_wrapper\"><div class=\"vc_pie_wrapper\"><span class=\"vc_pie_chart_back\" style=\"border-width: 6px\"><\/span><span class=\"vc_pie_chart_value\"><\/span><canvas width=\"101\" height=\"101\"><\/canvas><\/div><p class=\"wpb_heading wpb_pie_chart_heading\">9 K neue Fans<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_center column_child col-lg-4 col-md-33 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_progress_label vc_pie_chart wpb_content_element\"  data-pie-value=\"87\" data-pie-label-value=\"\" data-pie-units=\"%\" data-pie-color=\"#d35400\" data-pie-width=\"5\" ><div class=\"wpb_wrapper\"><div class=\"vc_pie_wrapper\"><span class=\"vc_pie_chart_back\" style=\"border-width: 6px\"><\/span><span class=\"vc_pie_chart_value\"><\/span><canvas width=\"101\" height=\"101\"><\/canvas><\/div><p class=\"wpb_heading wpb_pie_chart_heading\">76 Mio Assets<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"uncode-single-media  text-center\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"uncode-single-media-wrapper single-advanced\"><div class=\"tmb tmb-light tmb-overlay-text-anim tmb-overlay-anim tmb-overlay-text-center tmb-entry-title-uppercase  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\" ><div class=\"t-inside\" ><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"t-entry-visual-cont\"><div class=\"dummy\" style=\"padding-top: 37.7%;\"><\/div><a  class=\"inactive-link pushed\"><div class=\"t-entry-visual-overlay\"><div class=\"t-entry-visual-overlay-in style-dark-bg\" style=\"opacity: 0.2;\"><\/div><\/div><div class=\"t-overlay-wrap\"><div class=\"t-overlay-inner\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"t-overlay-content\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"t-overlay-text single-block-padding\"><div class=\"t-entry\"><i class=\"fa fa-plus2 t-overlay-icon\"><\/i><\/div><\/div><\/div><\/div><\/div><img decoding=\"async\" class=\"wp-image-55045\" src=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/cortal_consors_kampagne_baumarkt3.jpg\" width=\"2162\" height=\"814\" alt=\"\" srcset=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/cortal_consors_kampagne_baumarkt3.jpg 2162w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/cortal_consors_kampagne_baumarkt3-600x226.jpg 600w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/cortal_consors_kampagne_baumarkt3-300x113.jpg 300w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/cortal_consors_kampagne_baumarkt3-768x289.jpg 768w\" sizes=\"(max-width: 2162px) 100vw, 2162px\" \/><\/a><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><\/div><div class=\"vc_progress_bar wpb_content_element\" ><div class=\"vc_progress_label\" >TV<small class=\"vc_label\"> <span class=\"vc_label_units\"><span class=\"vc_progress_value\">90<\/span><span class=\"vc_progress_unit\">%<\/span><\/span><\/small><\/div><div class=\"vc_single_bar\" ><span class=\"vc_bar style-accent-bg\" data-percentage-value=\"90\" data-value=\"90\" ><\/span><\/div><div class=\"vc_progress_label\" >Print<small class=\"vc_label\"> <span class=\"vc_label_units\"><span class=\"vc_progress_value\">30<\/span><span class=\"vc_progress_unit\">%<\/span><\/span><\/small><\/div><div class=\"vc_single_bar\" ><span class=\"vc_bar style-accent-bg\" data-percentage-value=\"30\" data-value=\"30\" ><\/span><\/div><div class=\"vc_progress_label\" >Digital<small class=\"vc_label\"> <span class=\"vc_label_units\"><span class=\"vc_progress_value\">76<\/span><span class=\"vc_progress_unit\">%<\/span><\/span><\/small><\/div><div class=\"vc_single_bar\" ><span class=\"vc_bar style-accent-bg\" data-percentage-value=\"76\" data-value=\"76\" ><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-0\" data-row=\"script-row-unique-0\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-0\"));<\/script><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>In diesem Spot geht es um einen Vater, der seinen Sohn per elektrischem Schaukelpferd ruhig stellt, in einem Baumarkt. <\/p>\n<p>Die Kampagne \u201eWie macht er das nur\u201c entwickelte die Agentur Serviceplan f\u00fcr Cortal Consors. Es werden drei Geschichten erz\u00e4hlt, bei denen es jeweils um cleveres Umgehen mit Geld geht. Die Probanden haben anscheinend den Dreh raus, mehr aus ihrem Geld und auch aus Alltags-Situationen zu machen.<\/p>\n<h1>Multimediale Kampagne &#8222;Wie macht es das nur?<\/h1>\n<p>Der zweite TV &#8211; Spot wird im Paradies des Mannes \u2013 dem Baumarkt \u2013 in Szene gesetzt. Der Filius, der die Vorliebe des Vaters f\u00fcr Bohrer, S\u00e4ge und Duschk\u00f6 pfe noch nicht so recht teilen kann, wird kurzerhand auf ein automatisches Schaukelpferd verfrachtet, das dank der gro\u00dfz\u00fcgigen v\u00e4terlichen Versorgung mit M\u00fcnzen einen schier unendlichen Ritt garantiert. So fragt sich denn auch ein seit geraumer Zeit warte nder Junge bei jedem neuen durchfallenden Geldst\u00fcck: \u201eWie macht er das nur?\u201c Der Slogan \u201eWie macht er das nur\u201c wird \u00fcber alle Ma\u00dfnahmen hinweg kommuniziert und bildet damit eine inhaltliche Klammer. Begleitet werden die TV &#8211; Spots von einer Kampagne im Funk (3 Funkspots \u00e1 30 Sek.) sowie durch Citylight &#8211; Poster. Im Online &#8211; Bereich sorgen Banner und Sonderwerbeformen auf finanzaffinen Sites, wie Onvista, Wallstreet Online und Finanztreff, f\u00fcr mehr Aufmerksamkeit. <\/p>\n<p>Bei der Kampagnenkreation waren drei Agenturen der Serviceplan Gruppe im Einsatz: das Team der Serviceplan Zweiten Werbeagentur um Ekki Frenkler (GF Kreation), Andr\u00e9 Gebel (Etat Director), Daniela Bardini (Art Director) und Christine Deinhart (Text) sowie die Newmedia &#8211; Agentur Plan.Net und die Mediaagen tur Mediaplus. Produziert wurden die TV &#8211; Spots von der E+P Commercial GmbH, M\u00fcnchen, unter der Regie von Dennis Gansel. Gansel wurde bekannt durch die Regie zu \u201eNapola\u201c. <\/p>\n<p>Auf Kundenseite zeichnen Kai Wulff (CMO) und Konelija Klisanic (Manage r Marketing) verantwortlich.<\/p>\n<p>Cortal Consors &#8222;Kn\u00f6llchen&#8220;<br \/>\nDirector: Dennis Gansel<br \/>\nProduction: e&#038;p commercial <\/p>","protected":false},"author":1,"featured_media":55047,"parent":0,"menu_order":3,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"portfolio_category":[63,64,68],"class_list":["post-55043","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio_category-branding","portfolio_category-strategy","portfolio_category-campaigns"],"_links":{"self":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/portfolio\/55043","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/comments?post=55043"}],"version-history":[{"count":3,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/portfolio\/55043\/revisions"}],"predecessor-version":[{"id":55050,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/portfolio\/55043\/revisions\/55050"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/media\/55047"}],"wp:attachment":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/media?parent=55043"}],"wp:term":[{"taxonomy":"portfolio_category","embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/portfolio_category?post=55043"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}