WINDOW COVERINGS by The Fan Club for ANN IDSTEIN

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WINDOW COVERINGS

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Industry Business equipment & services, Advertising & Communication, Corporate Image
Media Direct marketing
Market Sweden
Agency The Fan Club
Art Director Christian Barrett
Copywriter Ola Obrant Andreasson
Released September 2009

Credits & Description

Category: Flat Mailing
Advertiser: ANN IDSTEIN
Product/Service: WINDOW DRESSINGS
Agency: THE FAN CLUB
Date of First Appearance: Sep 12 2009 12:00AM
Entrant Company: THE FAN CLUB, Malmo, SWEDEN
Art Director: Christian Barrett (The Fan Club)
Copywriter: Ola Obrant Andreasson (The Fan Club)
Account Director: Ulla-Karin Barrett (The Fan Club)
Account Executive: Peter Andersson (The Fan Club)
Graphic Designer: Helena Ivarsson (The Fan Club)
Media placement: Direct Marketing - Flat Mailing - 1 December 2009

Describe the brief/objective of the direct campaign.
The company Ann Idstein designs and produces exclusive window coverings (curtains, venetian blinds etc). The products are not sold directly to the consumer. Instead they are sold via individual curtain and interior design shops. Ann Idstein wants to reach new markets by selling their products through additional premium re-sellers. The direct marketing campaign is a part of this effort.

Explain why the creative execution was relevant to the product or service.
By using a simple solution, we transformed the DM to look like the products which Ann Idstein offer. We have shown that the company is inventive and flexible and we have clarified that they can make window covering from almost any material.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In addition to getting in contact with new retailers, Ann Idstein wanted to show that they offer extremely flexible products. As the target group was clearly identified, we could use individual aligned DM.

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.
We achieved business meetings with 87% of the target group.