Tag: Bauhaus

USING ELECTION NIGHT VIEWING HABITS TO MAKE A RETAIL MESSAGE FEEL LIKE ENTERTAINMENT

24. 2. 2026 This campaign connected Bauhaus’s retail messaging to a major national television event. In Finland, municipal and regional elections feature hours-long results TV programmes that track vote counting as results come in. Bauhaus (a major home improvement retailer) partnered with the biggest national broadcaster, Sanoma, to create branded entertainment within this format, using “price” as the central theme. The timing was strategic. Bauhaus had launched price-focused marketing campaigns the previous October and needed to maintain visibility without becoming repetitive. The team sought a fresh approach – something that would communicate about pricing “in an interesting way” while being “completely new and exceptional” for the brand. The deadline was non-negotiable. Election night created a fixed target date, making speed essential. The partnership had to move from concept to finished execution on a compressed timeline.” Campaign objectives Bauhaus turned a familiar election-night TV ritual into a branded comedy programme that made price the central element rather than a sales argument. For this campaign, the client wanted to talk about price in a way that also builds the brand, not just in a short-term ‘offer’ message. The advertising needed to be enjoyable to watch, speak in a direct and familiar tone to its audience, and connect with what people were living and talking about at the time. The solution followed that brief and Hintavaalit (the “Price Election”) was created as a branded entertainment programme and linked it to the municipal and regional elections in Finland. That link shaped both the timing and the tone: the programme arrived when the public already expects results-night television, and it used a humorous tone to make the creative concept even more powerful. The case also shows how the team protected visibility outside the programme itself. Sanoma promoted the TV programme through a multimedia campaign across its digital network, print, and radio. In print, the promotion ran not only in Finland’s largest daily Helsingin Sanomat and regional Finnish daily Aamulehti, but also on the front page of news outlet HS, alongside smaller print placements. Creative minds On the sales house side, Heidi Isohanni highlighted how the team took a “completely crazy” idea and turned it into finished work, as Lasse Nikkari (Head of Formats and Branded Content, Sanoma) described the decision to make brand entertainment and comedy during a period when the news felt “absurdly gloomy.” Campaign video The following promotion clip (“Hintavaalit 2025 – Pricing Director Martin’s election speech”) shows the character Martin giving an election-style speech that treats pricing like a campaign promise. He speaks straight to viewers as if they were voters, opening with “good citizen, traveller, hero” and saying the world has changed, which sets the parody tone in seconds. Results There are two key performance indicators to keep in mind for this campaign. The average number of viewers of the Hintavaalit programme over seven days was almost 600,000, and the IS.fi stream garnered 1.5 million views. Bauhaus also frames the work as a base for what comes next. Indeed, the brand plans a multi-year effort around price-focused marketing, linking this TV-ran campaign to their ambition of becoming the number one choice for consumers when it comes to home improvement. General information Client: Bauhaus Sector: Retail Sales house: Sanoma Market: Finland Time period: April 2025 Format: Branded entertainment programme Distribution: TV, Online streaming, News outlets Source: egta.com

JINGLE IS STILL ONE OF THE BRAND’S STRONGEST ASSETS

13. 9. 2024 It's not just the logo that's a brand's differentiating asset, the jingle is still one of its strongest, according to new research. I'm sure you know the sounds. Like the ones firmly associated with the McDonald's brand or the few tones announcing the acceptance of a Mastercard payment. Audio branding, an acoustic logo or a cohesive acoustic identity is something that can set a brand apart from the competition and become ingrained in the minds of customers, who will undoubtedly recognise it in a flood of other sounds. Audio branding is one of the brand assets or brand assets that help a brand to be recognized by the customer. It stands alongside the visual logo, color scheme and overall visual identity. Moreover, according to a recent survey by Distinctive BAT, the jingle, or advertising jingle, is even the most powerful asset at a brand's disposal. "Jingles more often than not outperform other brand assets, they are incredibly powerful and sticky assets," describes Matthew Ovington, co-founder and head of research at Distinctive BAT. With audio branding, you can not only differentiate yourself from the competition, but also from other sounds in the area. For example, five years ago the aforementioned Mastercard brand came up with its new acoustic identity in response to the growing number of digital devices that are able to make a transaction without the consumer seeing it. It is the unified soundtrack that announces the transaction and unifies it in people's ears, and therefore in their minds. In the Czech market this year , a new audio branding was introduced by the Bauhaus network of hobby centres, which went the route of purchasing a licence for an existing song - "Our House" by the British band Madness. "We launched our new acoustic branding as part of this spring campaign. We started from the historically existing branding, which, according to the survey, people still remembered, even though we hadn't used it for many years, and dressed it up in a slightly more modern garb," Jindřich Hovorka, head of marketing at Bauhaus, told MediaGuru, adding that the brand works with audio branding across channels - from video or radio formats, through in-store communication to the customer service line. It is too early to draw any deeper conclusions on the benefits of the new audio branding, according to Hovorka. "The goal is obviously to build another of the brand's distinctive symbols, which won't happen by magic and will take time. But the first numbers we have are positive. People associate the branding with Bauhaus to a considerable extent," he adds. Pilsner Urquell chose the route of audio branding created by a specialist music agency two years ago. The MassiveMusic agency was inspired by the typical sounds of the brewery and the taste of Pilsner lager itself. "We tasted the beer and recorded the sounds of the brewery's key locations, the beats of the coopers, the tones of the copper tanks and the traditional tools used in the brewing process. We also filmed the musical accompaniment directly in the brewery. Thus, we put at the core of Pilsner Urquell's sonic identity not only the characteristics that represent the brand's craft and tradition, but above all its contemporary energy, as well as the passion of the consumers who love it. The audio branding of Pilsner Urquell creates a memorable harmony of sounds that will help improve brand perception in the future," explains Joe Bush, Senior Creative Strategist at MassiveMusic. The audio logo is being used by the beer brand in TV spots and video formats for digital campaigns as part of its core international "Keepers of the Craft" communications. "The Pilsner Urquell audio logo, which we have tested abroad and where we predominantly use it, helps us to boost our brand recognition. It's also an element that promotes consistency within campaigns, especially when they contain a lot of video content. Our audio logo meets these objectives and we are satisfied with it," says Lenka Králová, brand director at Pilsner Urquell. According to Distinctive BAT, it's always worth focusing on just a few brand assets to help differentiate the brand. Consistency in building them is also important. Source: mediaguru.cz