inlingua DM EARS OF PAIN by Kolle Rebbe Hamburg

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Industry Language schools
Media Direct marketing
Market Germany
Agency Kolle Rebbe Hamburg
Executive Creative Director Stefan Kolle
Copywriter Bent Hartmann
Account Supervisor Stefanie Karrer
Released January 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Date of First Appearance: Jan 4 2010 12:00AM
Entrant Company: KOLLE REBBE, Hamburg, GERMANY
Executive Creative Director: Stefan Kolle (Kolle Rebbe)
Creative Direction: Heiko Schmidt (Kolle Rebbe)
Creative Direction: Ales Polcar (Kolle Rebbe)
Art Direction/Illustrator: Jan Neumann (Kolle Rebbe)
Copywriter: Bent Hartmann (Kolle Rebbe)
Graphic Design: Pavel Bondarenko (Kolle Rebbe)
Production: Oeti Warnecke (Kolle Rebbe)
Final Artwork: Ralf Seelig (Kolle Rebbe)
Final Artwork: Maik Spreen (Kolle Rebbe)
Account Supervisor: Stefanie Karrer (Kolle Rebbe)
Media placement: Press Campaign - 3 Ads - Szene Luebeck Magazine, Hafencity Newspaper, Ruhrgestalten Magazine - 4 January 2010

Describe the brief/objective of the direct campaign.
We were asked to develop ads for the English language courses offered by Inlingua language schools. With a campaign that wasn’t just original, but attention-grabbing too. Our target group: anybody who wanted to improve their English.

Explain why the creative execution was relevant to the product or service.
What else is bad English, if not torture for the ears? Nothing makes that quite as clear as a campaign that looks like a social campaign.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To reach a high response rate, we had to get more readers emotionally involved. And there’s no better way of doing that than with a shocking social campaign. At first glance, it’s quite clear that bad English is torture for the ears! And with the coupon as a response element you can do something about it immediately.

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.
Hundreds of coupons were sent to Inlingua. The online click rate increased by almost a quarter.