ABBY NORM DM ABBY NORM BOULES by Abby Priest Stockholm



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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Sweden
Agency Abby Priest Stockholm
Released May 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: ABBY NORM
Product/Service: ABBY NORM EVENT
Date of First Appearance: May 6 2009 12:00AM
Entrant Company: ABBY NORM , Stockholm, SWEDEN
: Abby Norm (Abby Norm)
Media placement: Direct - Direct Mail - May 6, 2009

Describe the brief/objective of the direct campaign.
Invite VIPs, clients and industry profiles to the 16th Abby Norm boules event. Surprise, entertain and as for projected response rates, only one result counted: A packed venue (120 ppl). Also, the budget was limited. Target audience drawn from existing database. Awareness and direct response pave the way for telemarketing.

Explain why the creative execution was relevant to the product or service.
Becoming the champion of boules is a prestigious title. At the same time, Abby Norm couldn't afford a big budget production, instead we decided to use the most reliable source for glamour: The royal court. We decided to apply for royal patronage and, should this be impossible, to invite the King of Sweden to attend the event. 1. The King was approached with a letter. 2. The Royal Court sent a friendly letter turning down our invitation. 3. We attached a Post-It note to the letter from the Royal Court; "Come! There's a free slot in the player line-up".

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to continue to build awareness of this being a yearly event and a prestigious one. With everybody trying to keep their nose above the water during the financial crisis, a different approach was needed; one that was engaging and entertaining and that showed that Abby Norm was not spending ridiculous money on invites, and that would attract these busy decision makers to the event.

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.
Abby Norm saw a 45% response rate BEFORE the telemarketing stage. This number is almost doubled (+180%) compared to previous years. The event was overbooked by 130% (approx. 65% in previous years) and we had to expand it, using a different and larger venue. In total Abby Norm spent approx. €2 per invite, and € 5,8 per attenting client (creative solution + production cost + printing). The value of the relationships built: Priceless.