THE WORLD'S MOST EXPENSIVE DISCOUNT MAILING by Grey Dusseldorf for Autohaus Moll Kaarst

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THE WORLD'S MOST EXPENSIVE DISCOUNT MAILING

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Industry Car Dealers
Media Design & Branding
Market Germany
Agency Grey Dusseldorf
Creative Director Marc Schellenberg, Joerg Holtkamp
Copywriter Janus Hansen
Editor Julius Krenz
Released March 2012

Credits & Description

Category: Promotional Item Design
Advertiser: AUTOHAUS MOLL KAARST
Product/Service: CAR DEALER
Agency: GREY WORLDWIDE
Chief Creative Officer: Roland Vanoni/Andreas Henke/Sacha Reeb (Grey Worldwide)
Creative Director: Marc Schellenberg/Joerg Holtkamp (Grey Worldwide)
Art Director/Designer: Reto Oetterli (Grey Worldwide)
Copywriter: Janus Hansen (Grey Worldwide)
Account Executive: Julia Heckmann (Grey Worldwide)
Film Production/Cinematographer: Julius Krenz/Aaron Rositzka
Audio Production: (Studio Funk)
Agency Producer: Torsten Gerst (Grey Worldwide)
Graphic Designer: Reto Oetterli/Xymena Duzy (Grey Worldwide)
Composer: Heiko Albrecht (Grey Worldwide)
Post Production: Aaron Rositzka
Director Of Production/Technical Management: Peter Engel (Grey Worldwide)
Editor: Julius Krenz
Technical Implementation: Mathias Renner (Grey Worldwide)
Technical Implementation: (Cutall)
Technical Implementation: (Gmg Computerstickerei)
: (Moll Gruppe)
Media placement: Mailing - Personally Addressed - 01 March 2012

Describe the brief from the client
Moll Group Germany sells top-of-the-line pre-owned luxury cars at great prices. An Aston Martin, for instance, after only 2 years on the road, can be purchased for up to half of the original price. Moll needed an idea to boost sales for their March promotions to a target group that was small and consisted of very wealthy customers. We needed to grab their attention in order to stand out in the luxury segment.

Describe the challenges and key objectives
Insight: Moll offers outstanding luxury and great discounts – 2 obvious opposites. This became the springboard for the campaign.

Idea: 'The world’s most expensive discount mailing' combined the 2 complete opposites: outstanding luxury and great discounts. The challenge for the design was to combine this 2 worlds.

Describe how you arrived at the final design
'The world’s most expensive discount mailing' was handmade with a mixture of real luxury-car materials and loud discount design. To built the piece, we sought out the finest craftsmanship. Like a German master tailor, who has also worked his magic for several Saudi royals - each element was custom-made. The cars even got a layer of the same paint that’s used on the real thing.

Give some indication of how successful the outcome was in the market
This unconventional mix of luxury and discount was very well received by the target group. During the promotional period, sales went up 200% – that's 6 very expensive cars. Due to these high price tags, the expensive discount mailing more than paid off.