OBITUARY LETTER by Cmf Studios, Cmf Studios Wien-hamburg-london for BERNHART & BERNHART INSURANCE

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OBITUARY LETTER

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Industry Insurance
Media Direct marketing
Market Austria
Agency Cmf Studios
Agency Cmf Studios Wien-hamburg-london
Executive Creative Director Andreas Spielvogel
Art Director Thomas Tatzl
Copywriter Rita-Maria Spielvogel
Released April 2009

Credits & Description

Category: Flat Mailing
Advertiser: BERNHART & BERNHART INSURANCE
Product/Service: LIFE INSURANCE
Agency: CMF STUDIOS
Date of First Appearance: Apr 15 2009 12:00AM
Entrant Company: CMF STUDIOS , Hoeflein-Klosterneuburg , AUSTRIA
Executive Creative Director: Andreas Spielvogel (CMFstudios*)
Executive Creative Director: Thomas Tatzl (CMFstudios*)
Senior Copywriter: Andreas Spielvogel (CMFstudios*)
Art Director: Thomas Tatzl (CMFstudios*)
Copywriter: Rita Spielvogel (CMFstudios*)
Media placement: DM - Flat Mail - Direct - 15.04.2009

Describe the brief/objective of the direct campaign.
Task Bernhart & Bernhart Insurances is very well known as an insurance company who advises with a wink in the eye. Instead of doom & gloom they always use a humorous way for their communication. Problem: young people between 20 and 30 years old, who have just started their business and are earning their first income, don´t want to think about spending money on a life insurance. They just think about now: their friends, their social environment & career. Our strategy: Confront them with their own future in more than 50 years time.

Explain why the creative execution was relevant to the product or service.
The DM showed quite plainly that investment in life insurance pays off - especially for young people, who don´t want to worry about their financial future. So the DM brought this topic home to them - showing what could happen, if they invest in life insurance on time. All that with a wink: Because with the return on investment you´ll not pass away alone without any friends. (Of course many of them will primarily have had a look at your money and the possibility of your bequest.) With your own obituary letter from the future, including hundreds of friends, we could attract attention for a low interest financial product in the targetgroup.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We show our target group, that a life insurance from Bernhart & Bernhart will gain a large profit (not just monetary, even socially). So we sent them their own obituary letter from the future. With an abnormal number of dolorous people and therefore friends, who will inherit some money. So these young addressees will get the conclusion instantly: With a life insurance from Bernhart & Bernhart they can make a really large profit. Of course – as the response card offers – they will be able to spend this money in their later lifetime: on their own friends & families.

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.
Response Bernhart+Bernhart sent 15.000 obituary letters to existing clients (contents insurance, building saving etc.) aged between 20 - 30 years. Within 14 days, more than 3.560 response cards had been returned.