THE MYSTERIOUS GARDEN-INTERVENTION by PKP BBDO Vienna for Baumax

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THE MYSTERIOUS GARDEN-INTERVENTION

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Austria
Agency PKP BBDO Vienna
Executive Creative Director Roman A. Sindelar
Creative Director Erich Enzenberger
Art Director Robert Dassel
Copywriter Markus Rieser, Christian Gosch
Released April 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: BAUMAX
Product/Service: GARDEN AND POOL SERVICES
Agency: PKP BBDO
Agency: PKP BBDO
Date of First Appearance: Apr 14 2009 12:00AM
Entrant Company: PKP BBDO, Vienna, AUSTRIA
Entry URL: http://www.361degrees.at/cannes_baumax_garden_intervention/
Copywriter: Christian Gosch (PKP BBDO Werbeagentur)
Art Director: Robert Dassel (PKP BBDO Werbeagentur)
Copywriter: Markus Rieser
Programming: Robert Dassel (PKP BBDO Werbeagentur)
Consultant: Christiane Cserkics (PKP BBDO Werbeagentur)
Senior Consultant: Daniela Baumgartner (PKP BBDO Werbeagentur)
Creative Director: Erich Enzenberger (PKP BBDO Werbeagentur)
Executive Creative Director: Roman Sindelar (PKP BBDO Werbeagentur)
Media placement: E-Mail - Herold.at - 14.04.2009

Describe the brief/objective of the direct campaign.

bauMax is the leading D.I.Y. chain in Austria and CEE with more than 130 stores. bauMax has a new yet strong competence in garden-configuration and swimming pool design. We were asked to create an innovative and cost efficient way to communicate that service to the top 100 bauMax clients (and big garden owners) who were seriously thinking about sexing up their garden for the next summer.

Explain why the creative execution was relevant to the product or service.

The execution is very unexpected. You get a simple and inconspicuous e-mail that gives you the chance to see your own garden from a whole new point of view. You click the button and find a satellite picture of your own property containing a pool, that wasn't there last time you mowed your lawn. Direct, simple but strong. Like baumax and their offers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Each of the top 100 bauMax customers is a loyalty card holder. Therefore we know their addresses, their home sizes and their garden features. To communicate our new services we decided to let our customers know how their own garden could look like with an new pool. So we built in customized pools in satellite pictures of their gardens, sent them an e-mail with a link to this picture and gave them the chance to choose between three different types of poolshapes. The image contained a direct link to the bauMax pool-catalog, which showed the prizes and the detailed pools.

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.
- 12 of the 100 virtual pools became reality. - The bauMax top customers were excited about the innovative way to learn about this new service. - The client was satisfied because of the cost efficient way to communicate and sell this new service. - Some of the clients shared the link on twitter and facebook. - A lot of bauMax clients’ facebook friends liked it.