ALPINA FAN DECK OF TINTED GLASSES by Scholz & Friends Hamburg for Alpina Farben

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ALPINA FAN DECK OF TINTED GLASSES

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Industry Paints, Paint Brushes, Adhesives
Media Direct marketing
Market Germany
Agency Scholz & Friends Hamburg
Creative Director Marc-Philipp Kittel, Pedro Sydow
Art Director Julien Von Seherr-Thoss
Copywriter Clemens Sehi
Released January 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: ALPINA FARBEN
Product/Service: PAINT
Agency: SCHOLZ & FRIENDS INTERACTIVE
Date of First Appearance: Jan 3 2011
Entrant Company: SCHOLZ & FRIENDS INTERACTIVE, Hamburg, GERMANY
Chief Creative Officer: Matthias Schmidt (Scholz & Friends)
Creative Director: Marc Kittel (Scholz & Friends)
Creative Director: Pedro Sydow (Scholz & Friends)
Art Director: Julien von Seherr-Thoss (Scholz & Friends)
Copywriter: Clemens Sehi (Scholz & Friends)
Account Manager: Roland Boes (Scholz & Friends)
Account Manager: Florian Kienle (Scholz & Friends)
Account Manager: Jan-Philipp Duijn (Scholz & Friends)
Account Manager: Tim Schmoll (Scholz & Friends)
Agency Producer: Dennis Paul (Scholz & Friends)
Graphics: Roy Philipp (Scholz & Friends)
Media placement: Alpina Fan Deck Of Tinted Glasses - Mailed Out To Selected Interior Designers As Part Of A B2B Initiative - 03.01.2011

Describe the brief/objective of the direct campaign.
Alpina, a leading producer of wall paints, wanted to raise interior designers’ awareness of their new “Alpina Farbrezepte” range of colours as part of a customer loyalty programme. Interior designers are important disseminators who choose a suitable shade of wall paint for their clients or advise them on colour choice. The aim was to establish Alpina in the long term as the most popular producer of paints within the target group.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to raise awareness of the new Alpina colour range, we developed a special aid to facilitate choosing the right colour: a fan deck of tinted glasses, which was mailed out to selected interior designers as part of a B2B initiative. As a result they could simply try out Alpina's new range of products in any given room and be inspired by Alpina's new colours in an innovative way.

Explain why the creative execution was relevant to the product or service.
New colours need to be presented in a way that is just as new and innovative as they are. In a playful fashion, the Alpina fan deck of tinted glasses made potential customers curious about the colours of the new product range and offered a surprising new way of looking at the issue of colour choice. This enabled us to position Alpina as an innovative producer of fashionable shades of wall paint.

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.
The first 4 weeks after the mail-out promotion saw an amazing 16% increase in sales of the new range of colours. And 47 out of 1,000 interior designers that received the fan deck of tinted glasses were interested in reordering it as a giveaway for their customers.