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Citymail: Log Hut
| See full size 1280x913 px | |
| Released: | June 2008 |
| Advertiser: | CityMail  |
| Agency: | HJALTELIN, STAHL & CO., Copenhagen |
| Country: | Denmark |
| Category: |
Commercial public services
|
| Awards: |
Cannes Lions 2008 Direct Silver
|
Credits:
Type Of Entry: Product & Service
Category: Commercial Public Services
Title: LOG HUT
Advertiser/Client: CITYMAIL
Product/Service: POSTAL SERVICE
Advertising Agency, City: HJALTELIN, STAHL & CO., Copenhagen
Country: DENMARK
DM/Advertising Agency, City: HJALTELIN, STAHL & CO., Copenhagen
Country: DENMARK
Category: Commercial Public Services
Title: LOG HUT
Advertiser/Client: CITYMAIL
Product/Service: POSTAL SERVICE
Advertising Agency, City: HJALTELIN, STAHL & CO., Copenhagen
Country: DENMARK
DM/Advertising Agency, City: HJALTELIN, STAHL & CO., Copenhagen
Country: DENMARK
Credit Details:
| Name | Position | Company |
| Nicolai Stahl | Creative Director | Hjaltelin, Stahl & Co. |
| Nicolai Stahl | Copy Writer | Hjaltelin, Stahl & Co. |
| Signe Skovgеrd Bahrt | Art Director | Hjaltelin, Stahl & Co. |
| Rune Petersen | Art Director | Hjaltelin, Stahl & Co. |
| Thorkild Bjerre Larsen | Art Director | Hjaltelin, Stahl & Co. |
| Mette Forum | Art Director | Hjaltelin, Stahl & Rainmaker |
| Steffen Hjaltelin | Account Manager | Hjaltelin, Stahl & Co. |
| Martin Mohr | Interactive Art Director | Hjaltelin, Stahl & Electric |
| Kasper Bach | Developer | Hjaltelin, Stahl & Electric |
| Christian Bach | Director | Capsize |
| Adam Hald | Post-Production | Capsize |
| Jens Peter Jensen | Direct Strategy | Hjaltelin, Stahl & Rainmaker |
Brief:
CityMail is a new postal service in Denmark. By their 6th month on the Danish market, the company needed an event to show its flexibility and ability to mail anything as long as it fits through a letter slot. The target audience was 786 people in charge of direct mail and mass consignment budgets in CityMail's delivery area. The purpose was to build brand awareness and get new CityMail clients. The brief also encouraged unusual thinking in order to achieve media attention.
Solution:
We rented a shop in Copenhagen and mailed a Swedish log hut to the address using CityMail's own letter carriers. A craftsman located inside the shop received beams, screws, paint and roof grass through the letter slot while building the hut. The building process was followed via webcam at CityMail's website. When built, we planned a reception party. 3 weeks before, we mailed "teaser" saws to the target audience. One week later we followed-up the mailing with invitations for the reception. One end of the beam was a response coupon that you needed the teaser-saw for to saw off the coupon.
Results:
During the campaign we had 970 unique visitors on the events website to see the building process movie, even though we only direct mailed the web address to 786 special chosen decision makers. The campaign increased CityMail's sales meetings and actual sales way beyond management's expectations. And best off all positioned CityMail as a serious and more flexible postal alternative for Denmark.Magnus Olin (Marketing Executive) and Jarle Trandokken (CEO) officially went public with a statement saying "We are without doubt working with the best agency in Denmark"