All4Family DM PAIRS by DDB Wien

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PAIRS

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Industry Games
Media Direct marketing
Market Austria
Agency DDB Wien
Creative Director Sebastian Kainz, Hannes Boeker
Art Director Dietmar Kreil
Copywriter Stefan Friedrich
Released December 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: ALL4FAMILY
Product/Service: GAME
Agency: DDB TRIBAL GROUP
Date of First Appearance: Dec 1 2010
Entrant Company: DDB TRIBAL GROUP, Vienna, AUSTRIA
Head of Creative: Eric Schoeffler (DDB)
Creative Director: Hannes Boeker (DDB)
Creative Director: Sebastian Kainz (DDB)
Creativ Director: Werner Celand (DDB)
Copywriter: Stefan Friedrich (DDB)
Art Director: Dietmar Kreil (DDB)
Media placement: Direct Mailing - Postal Mailing - 13 December 2010

Describe the brief/objective of the direct campaign.
The “Pairs“ game that guarantees parents to win against their kids
Encourage readers of the Austrian parenting magazine "all4family" to extend their subscription.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
ALL4FAMILY sent out a direct mail to subscribers whose standing order was about to expire. Apart from a reminder to extend the subscription, the package also included a unique loyalty gift: A special “Pairs” game with text on the back of each card that reveals the motif on the front of the card! Thanks to this clever detail, parents are guaranteed to win against their children – at least as long as they haven’t learned to read yet. The game proved to subscribers that it’s a good idea to continue to rely on all4family in future family matters.

Explain why the creative execution was relevant to the product or service.
The game showed in a very immediate and entertaining way how well ALL4FAMILY magazine knows the needs and wants of its readers. Apart from offering a good laugh, the game also suggested to parents that it might be a good idea to continue to rely on all4family in all future family matters – by extending their magazine subscription.

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.
More than 75% of the all4family readers who received the direct mailing extended their subscription.