THE FORGOTTEN PASSWORD by Ogilvy & Mather Duesseldorf for Abtei

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THE FORGOTTEN PASSWORD

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Industry Spices & Condiments
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Duesseldorf
Executive Creative Director Bernd Grellmann, Rob Bruenig
Creative Director Tobias Schelo
Art Director Oliver Micklitz
Copywriter Marc Haessicke
Released November 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: GLAXOSMITHKLINE
Product/Service: SUPPLEMENT
Agency: OGILVY & MATHER ADVERTISING
Date of First Appearance: Nov 29 2010
Entrant Company: OGILVY & MATHER ADVERTISING, Düsseldorf, GERMANY
Executive Creative Director: Bernd Grellmann (Ogilvy & Mather Advertising)
Executive Creative Director: Rob Bruenig (Ogilvy & Mather Advertising)
Creative Director: Tobias Schelo (Ogilvy & Mather Advertising)
Copywriter: Marc Haessicke (Ogilvy & Mather Advertising)
Art Director: Oliver Micklitz (Ogilvy & Mather Advertising)
Account Executive: Bernd Boehnke (Ogilvy & Mather Advertising)
Programmer: Kathrin Meder (Ogilvy & Mather Advertising)
Layouter: Oemer Guel (Ogilvy & Mather Advertising)
Media placement: Email - http://www.rp-online.de/ - 29 November 2010

Describe the brief/objective of the direct campaign.
Brief: online ad for Abtei Ginkgo Plus, a food supplement that improves your memory.
The objective was to create something inventive and out of the ordinary which precisely addressed our target group.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Such automatically-generated E-mail is the perfect media for Abtei Ginkgo Plus, a food supplement that strengthens your memory. And we wanted to place Abtei front and centre in these E-mails. We infused each "request password" E-mail with a hint of Abtei - namely an insiders' tip: Abtei Ginkgo Plus helps guard against the forgetting of passwords. The smartest thing about this campaign was that each recipient of this E-mail could see for themselves that they really need to improve their memory. After all, they did forget their password.

Explain why the creative execution was relevant to the product or service.
From time to time every member of an online community forgets their password. No problem. Thankfully you can have your password sent via E-mail.

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.
Nearly every fifth recipient of the "forgotten password E-mail" clicked on the link integrated in the Abtei message which took them to the Abtei Ginkgo Plus website where they could learn more about the product. Response rate = 19%!