Marttiini DM, Design & Branding The Marttiini Fish-Mailing by Serviceplan Munich

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The Marttiini Fish-Mailing

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Industry Knives
Media Direct marketing, Design & Branding
Market Germany
Agency Serviceplan Munich
Executive Creative Director Christoph Everke, Alexander Nagel Serviceplan
Art Director Manuel Knill
Copywriter Moritz Dornig
Account Supervisor Valerie Simon, Andrea Neumann
Released May 2012

Awards

Clio Awards, 2013
Design Direct Marketing Silver

Credits & Description

Advertiser: MARTTIINI OY
Agency: SERVICEPLAN
Category: Flat Mailing
Photographer: (berndEBSEN Photography)
Executive Creative Director: Alexander Nagel (Serviceplan)
Executive Creative Director: Christoph Everke (Serviceplan)
Account Supervisor: Andrea Neumann (Serviceplan)
Agency Producer: Katy Pergelt (Serviceplan)
Account Supervisor: Valerie Simon (Serviceplan)
Print Shop: (Druckerei Pinsker)
Chief Creative Officer: Alexander Schill (Serviceplan)
Art Director: Manuel Knill (Serviceplan)
Copywriter: Moritz Dornig (Serviceplan)

Outcome
The mailing was very well received and the feedback was unanimously positive.

Client Brief Or Objective
Develop a mailing to promote/present a special knife to the target audience consisting of fishing gear retailers. For retention reasons, the mailing was sent to existing customers. To make the brand known, it was sent to new ones as well.

Execution
We took advantage of the customer’s passion for fishing by giving an example of the product’s use before he even saw it, we grabbed his attention and created an instant connection to the product.

Implementation
Almost every fishing gear shop owner is a fisherman himself. We took advantage of their passion for fishing by changing the envelope’s flap into the angler’s prey: regionally typical fishes. The recipient had to cut open the fish to get to the envelope’s content. The mailing itself revealed a more efficient and aesthetically pleasing way to gutting fish: the classy handcrafted Marttiini knife.