Balance Gym DM GET STARTED by BerntzonBylund, Stockholm

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Industry Sports and Health Clubs, Gyms
Media Direct marketing
Market Sweden
Agency BerntzonBylund, Stockholm
Creative Director Hans Bylund
Art Director Johan Gustafsson, Erik Olsson
Copywriter Ulf Ronnback Af Lulea, Jonas Walldow
Released December 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: BALANCE GYM
Product/Service: GYM
Agency: BERNTZONBYLUND
Date of First Appearance: Dec 10 2010
Entrant Company: BERNTZONBYLUND, Stockholm, SWEDEN
Art Director: Johan Gustafsson (Berntzon Bylund)
Art Director: Erik Olsson (Berntzon Bylund)
Copywriter: Ulf Rönnbäck (Berntzon Bylund)
Copywriter: Jonas Walldow (Berntzon Bylund)
Creative Director: Hans Bylund (Berntzon Bylund)
Account Manager: Joachim Berntzon (Berntzon Bylund)
Account Manager: Sofia Staaf (Berntzon Bylund)
Production Manager: Ewa Nero (Berntzon Bylund)
Media placement: A Registered Letter - The Postal Service - 10 December 2010

Describe the brief/objective of the direct campaign.
Balance Gym wanted to reactivate its former members.

The strategy was to help the target audience to get started with their training again.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Balance Gym sent a registered letter to its former members.

The recipients of the letter had to retrieve their letter at the local post office. Balance Gym measured the individual distance the recipient had to walk from home to the post office, and wrote the distance in the letter, congratulating the person for the work out achieved.

Balance Gym wanted 5% of the recipients to become members of the Gym again.

Explain why the creative execution was relevant to the product or service.
The creative idea is to make former gym members work out again. And doing that by only sending a registered letter. The distance written in each letter is individually measured.

Using an existing service from the Swedish Post, sending a registered letter, was an effective way to get the attention of the target group, activating them, and rewarding them for their effort.

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.
10% of the recipients became members of Balance Gym after receiving the letter.