...as the Zumtobel Photographic competition continues to thrive
Now in its 17th year, the competition is a great example of how continually re-inventing something can deliver sustained results, visibility and business for a client.
Although the principle has remained the same, the competition has moved from a traditional media partnership with an architectural magazine each year for entry recruitment to relying purely on digital platforms and social media channels for its promotion.
The competition continues to create an effective method of keeping Zumtobel 'top of mind' with architects - building and maintaining its position as the lighting brand of choice in this sector. Since its inception more than 24,000 architects have requested cameras and over 6,000 cameras have been entered. In 2012 alone over 1,450 requests for cameras were made with multiple entry requests from the top practices included Aedas, Allies & Morrison, Fosters, BDP, PRP, RMJM and Zaha Hadid.
Awareness of the Zumtobel brand among architects has increased from around 55% in 2002 to 95% in the last survey carried out by Lychgate Market Research back in 2011. Awareness of the campaign is significant and so is the ever increasing number of entrants and the genuine warmth with which it's received from the entrants. Roll on the photographic society!
To continue to increase the number of entrants year on year is a fantastic example of a simply great idea that is continually strengthened by the creativity of every promotional campaign.” - Steve Shackleton, Marketing Director, Zumtobel