Baumax DM IF YOU'RE OUT, YOU'RE NOT AT HOME by PKP BBDO Vienna

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IF YOU'RE OUT, YOU'RE NOT AT HOME

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Industry Household maintenance & pet products, Alarms & Locks
Media Direct marketing
Market Austria
Agency PKP BBDO Vienna
Creative Director Christian Gosch
Released April 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: BAUMAX
Product/Service: HOME SECURITY
Agency: PKP BBDO
Date of First Appearance: Apr 10 2010
Entrant Company: PKP BBDO, Vienna, AUSTRIA
Entry URL: http://www.361degrees.at/awards_int/baumax_4sq/
Digital Art Director: Robert Dassel (PKP BBDO)
Creative Director: Christian Gosch (PKP BBDO)
Media placement: Mobile - foursquare - 10.4.2010

Describe the brief/objective of the direct campaign.
The target audience were mainly new and young customers using foursquare.
The strategy was to use the target audience’s fear of burglars by showing them what it means to share all their visited locations via several social networks.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was a very close to the customer location based foursquare campaign. The reached outcome was higher than the desired outcome. People didn't expect a clever advertising-message on a media like foursquare, because it wasn't used before in Austria.

Explain why the creative execution was relevant to the product or service.
It's very surprising and close to the product.

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 total costs were 0,– euro.
The page views on to the website raised by almost 200%
The target audience was highly enthusiastic and interested in Baumax' home security products.