MISSING PAGE MAILING by J. Walter Thompson Frankfurt for American Express

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MISSING PAGE MAILING

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Industry Credit Cards
Media Direct marketing
Market Germany
Agency J. Walter Thompson Frankfurt
Senior Art Director Simone Werdel
Released March 2010

Credits & Description

Category: Flat Mailing
Advertiser: AMERICAN EXPRESS
Product/Service: CREDIT CARD
Agency: JWT GERMANY
Date of First Appearance: Mar 8 2010
Entrant Company: JWT GERMANY, Hamburg, GERMANY
Crrative Director: Wolfgang Zimmerer (RMG Connect)
Senior Account Director: Kevin Bakracevic (RMG Connect)
Senior Art Director: Angela Brinkmann (RMG Connect)
Senior Art Director: Simone Werdel (RMG Connect)
Director Marketing: Andreas Krick (American Express)
Marketing Manager Acquisition: Marc Nägel (American Express)
Media placement: Direct Mailing - Mailing - 8 March 2010

Describe the brief/objective of the direct campaign.
Convince American Express Gold Card owners to upgrade to Platinum. Communicate the main benefit: the fantastic Lifestyle-Service.

The Gold Card owners (business customers) are decision makers and managing directors with high business travel expenses.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A simple letter telling an incredible true story. In a hotel, far away from home, a business woman was reading a novel. As the suspense reached its peak, it suddenly came to an abrupt end. The last page was ripped out. The frustrated lady called the Lifestyle-Service: “Can you send me this page?“ After a few hours she was handed the missing page. That‘s the story of our mailing. With the novel page included.

Explain why the creative execution was relevant to the product or service.
It’s just the opposite of a usual finance mailing. With an emotional story instead of facts and figures. Executed as simple as it gets. Underlining the understatement of a leading brand.

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.
A happy ending: a 13% response rate.
With similar mailing projects the response was at best 5%. A response increase of more than 100% incredible, but true.