Billa DM SUPERMARKET STAMPS by Scholz & Friends Berlin

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Industry Supermarkets
Media Direct marketing
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Mathias Rebmann, Florian Schwalme, Michael Schmidt Pauly
Copywriter Casper Heuss
Released April 2011

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Advertiser: BILLA / ABT. PENNY
Product/Service: SUPERMARKET
Date of First Appearance: Apr 21 2011
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Mathias Rebmann (Scholz & Friends)
Creative Director: Florian Schwalme (Scholz & Friends)
Creative Director: Michael Schmidt (Scholz & Friends)
Copywriter: Casper Heuss (Scholz & Friends)
Account Manager: Benjamin Baader (Scholz & Friends)
Account Manager: Marie-Toya Gaillard (Scholz & Friends)
Account Manager: Sebastian Vetter (Scholz & Friends)
Account Manager: Stefanie Kliegel (Scholz & Friends)
Account Manager: Alexander Prelic (Scholz & Friends)
Graphics: Franziska Boemer (Scholz & Friends)
Media placement: Stamps - Promotion - The Stamps Were Given Away On The Cashpoint Of Penny-Supermarkets As Loyality Re - 11/04/2011

Describe the brief/objective of the direct campaign.
In Austria it is quite hard to provide private households with advertising, such as mailings, flyers or brochures: Many people protect themselves against such "offerings" with a "No Advertising Mail!"- sticker on their mailboxes.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In cooperation with the Austrian Postal Service, we developed promotional stamps: real stamps whose value corresponds exactly with the price of the products shown. These stamps were given away on the cash point of Penny-Supermarkets as loyalty rewards. For every purchase of 20 €, customers received stamps amounting to 1 €.

Explain why the creative execution was relevant to the product or service.
Placed on regular letters, the stamps managed their way even into those mailboxes, where advertising was not welcome.

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.
All of the 100.000 produced stamps were given away to customers within a few days. Some of them found a new home in an album of a philatelist, but by far the largest part was put on letters and got into the mail of people across the whole country.