Avis DM OFFLINE MAILING by Saatchi & Saatchi Berlin

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Industry Car & Utility Rentals
Media Direct marketing
Market Germany
Agency Saatchi & Saatchi Berlin
Executive Creative Director Oliver Kapusta
Creative Director Anne Petri
Art Director Christopher Jones
Copywriter Kathrin Schaller
Released January 2012

Credits & Description

Category: Flat Mailing
Advertiser: AVIS
Product/Service: DIGITAL MAILING
Executive Creative Director: Oliver Kapusta (Saatchi & Saatchi Berlin)
Creative Director: Anne Petri (Saatchi & Saatchi Berlin)
Art Director: Christopher Jones (Saatchi & Saatchi Berlin)
Copywriter: Kathrin Schaller (Saatchi & Saatchi Berlin)
Management Supervisor: Anke Peters (Saatchi & Saatchi Berlin)
Account Manager: Valeska Von Gadow (Saatchi & Saatchi Berlin)
Account Manager: Laura Panchaud (Saatchi & Saatchi Berlin)
Media placement: Direct Mailing - postal Mailing - 19.01.2012

Describe the brief/objective of the direct campaign.
AVIS is launching the pilot project for its rental car delivery service in Hamburg: book online and an AVIS employee will deliver your rental car to your home. 200 existing AVIS clients are to be informed about this very personal online booking.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent out a postal mailing that looked like a digital document at first glance. At second glance, you could see that it was a personal letter. Each bit of it was written by hand and personalised.

Explain why the creative execution was relevant to the product or service.
AVIS is positioned as the car rental company with the human touch. It is a car rental company that really cares about people and their needs, with outstanding personal service. We found a way that connects Online and Personality.

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.
Our mailing stood out among the letter boxes full of computer-generated letters. 20% of the recipients reacted and booked online.