AOK SPOT CARD by PKP BBDO Vienna for AOK

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AOK SPOT CARD

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Industry Cosmetics & beauty products, Makeup
Media Direct marketing
Market Austria
Agency PKP BBDO Vienna
Art Director Jan Belik
Copywriter Stefan Metzler-Dinhobel
Released May 2010

Credits & Description

Category: Flat Mailing
Advertiser: HENKEL AUSTRIA/AOK
Product/Service: BEAUTY PRODUCTS
Agency: PKP BBDO
Date of First Appearance: May 1 2010
Entrant Company: PKP BBDO, Vienna, AUSTRIA
Creativ Director: Erich Enzenberger (PKP BBDO)
Art Director: Jan Belik (PKP BBDO)
Copywriter: Stefan Metzler-Dinhobel (PKP BBDO)
Consultant: Kathrin Würger (PKP BBDO)
Marketing: Ulrike Glatt (Henkel Austria)
Media placement: Free Card - Sampling, Ambient - 01. May 2010

Describe the brief/objective of the direct campaign.
Find a low-cost, high-impact idea to push Aok Pur Beauty into the young target group’s mindset. Pur Beauty products are ideally suited to get rid of spots and blemishes.
Strategy:
We took the low-cost-medium FREE CARD, covered it with a bubble wrap - and distributed the cards at schools, cinemas, clubs, and universities - places where young people meet.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

The client asked for a Mailing easy to handle, relevant for the target group, at the best for "no" costs but with an idea, that deals perfect with the key benefits of the product AOK Pur Beauty. The agency answered with a bubble wrap over a small card with a young women’s face - a simple, but strong idea everybody checks at first view.

Explain why the creative execution was relevant to the product or service.
The worst thing about spots is the temptation to squeeze them. We let the target group experience that with a portrait card coated in bubble wrap: Nobody can keep their hands off that! The cards were distributed for free at chemist’s and through sampling promotions, with the message: Don’t squeeze around, better see an expert!

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 target group appreciated our witty, playful approach: 27% more visits to the website, around 11% more sales during sampling promotions.