Dove Body Lotion: "MAGIC MIRROR MAILING" Direct marketing by Ogilvy Frankfurt

Category: Dimensional Mailing
Advertiser: UNILEVER
Product/Service: DOVE BODY LOTION
Agency: OGILVY FRANKFURT
Date of First Appearance: Nov 13 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Chief Creative Officer/Creative Director: Dr. Stephan Vogel (Ogilvy Frankfurt)
Executive Creative Director: Christian Mommertz (Ogilvy Frankfurt)
Art Director: Daniel Schweinzer (Ogilvy Frankfurt)
Copywriter: Marcus Pfeiffer (Ogilvy Frankfurt)
Photographer: Jo Bacherl (Ogilvy Frankfurt)
Art Buyer: Valerie Opitz (Ogilvy Frankfurt)
Account Management: Katja Berghoff (Ogilvy Duesseldorf)
Advertiser's Supervisor: Oliver Engels (Unilever Deutschland Gmbh)
Media placement: Mailing - Mailing To Hotel Managers In Germany - 23.10.2009

Describe the brief/objective of the direct campaign.
The target audience were new customers - At the first step: specifically hotel managers. Challenge: Millions of body lotion samples are never opened: they remain glued to ads in magazines, disappear inside handbags, or get thrown in the bin. What could we do to make sure this does not happen to Dove Body Milk?

Explain why the creative execution was relevant to the product or service.
The hotel guests encountered the Dove Body Milk samples at a time when the product would be most relevant to them: after taking a shower. The perfect moment to give the Body Milk a try.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Idea: Catch the customer when they're naked: in hotel bathrooms! Therefore we developed a mailing for hotel managers and sent them the Dove Magic Mirror Marker. They were to write a magic Dove message for their guests on the bathroom mirror. The marker uses a de-mister fluid that the writing appears when the mirror steams up. A real moment of surprise and exactly the moment to give Dove Body Milk a try.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Over 21 % of hotel managers contacted ordered the Dove Body Milk samples. Over 73 % of Dove Body Milk samples were used by hotel guests or taken home.