THE RAIN PACK
Hansgrohe S
Issue 43 | June 2017
Agency
Kolle Rebbe GmbH
Creative Team
Executive Creative Director: Sascha Hanke Creative Director: Christian Meyer, Steffen Koenig Art Director: Ebru Karabulut, Moritz Hake Copywriter: Sandra Pirker, Georg Keibel Graphics: Lea Johannsen, Luyu Zou
Production Team
Agency Producer: Christopher Tychsen, Bey-Bey Chen Production Manager: Martin Luehe Production Company: RTS Scholz GmbH Production Company: Markenfilm GmbH & Co. KG Producer: Lisa Hadeler Director: Phillip Mall Sounddesign: HASTINGS Music GmbH Sounddesigner: Oscar Meixner
Other Credits
Account Manager: Isabell Wuest
Date
January 2017
Background
The Hansgrohe Raindance shower head sets new standards for shower pleasure: its water stream is enriched with air to imitate the feeling of tropical rain. The challenge was to let customers get an in-store taste of that – with the first packaging having the sound of rain inside.
Idea
The Rain Pack is inspired by traditional rain sticks. Spaces inside became a 3-chamber sound system through which specially chosen objects bounced: pearl barley for high notes, lentils for low notes, and rice for mid-range frequencies. Shaped folds caused the pieces to pass through the chambers gradually, imitating the sound of rain. Without increasing the weight of the standard packaging!
Results
The axisymmetric design encouraged to turn the pack over and trigger the sound. The Rain Pack got customers to spend an above-average amount of time with the product, playfully inviting them to buy. Resulting in one of the most successful sales promotions in the company's history.