THE SHAPE OF JOY TO COME by Scholz & Friends Berlin for Stihl

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THE SHAPE OF JOY TO COME

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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Mathias Rebmann, Florian Schwalme
Art Director Patrick Vogel
Copywriter Momme Clausen, Viktoria Gruenewald
Released November 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: ANDREAS STIHL
Product/Service: CHAINSAW MS 261
Agency: SCHOLZ & FRIENDS BERLIN
Date of First Appearance: Nov 10 2010
Entrant Company: SCHOLZ & FRIENDS BERLIN, GERMANY
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)
Art Director: Patrick Vogel (Scholz & Friends)
Copywriter: Momme Clausen (Scholz & Friends)
Copywriter: Viktoria Gruenewald (Scholz & Friends)
Account Manager: Benjamin Baader (Scholz & Friends)
Account Manager: Sven Weiche (Scholz & Friends)
Account Manager: Albert Petzold (Scholz & Friends)
Account Manager: David von Hilchen (Scholz & Friends)
Graphics: Franziska Boemer (Scholz & Friends)
Media placement: Calendar Direct Mailing - Dealers Send The Calendar To Their top 20 Customers: Among Hobbyists As Well As - 10.11.2010

Describe the brief/objective of the direct campaign.
STIHL products are not available in do-it-yourself-stores but only at your specialist dealer. This calls for close dialogue with the customers. STIHL's briefing: Developing a promotional giveaway for the Christmas season that attracts regular customers into these stores. The focus should be laid on the quality of advice specialist dealers are able to provide as compared to their DIY-counterparts. Additionally, we were to communicate the product advantages of the all-round saw MS 261: reliability, power and longevity.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution: a special Advent calendar. Behind each window: bagged anticipation in the form of conifer seeds. On the backsides of the windows the future Christmas trees were introduced in an entertaining yet competent way. The characteristics of the trees highlighted the qualities of the MS 261. The last window didn't contain seeds but fertilizer because - let's be honest - anticipation shouldn't be exhausted. Finally, STIHL invites all customers to visit their respective specialist store and wish them a Merry Christmas 2010.

Explain why the creative execution was relevant to the product or service.
With the Advent calendar, STIHL and the STIHL specialist dealers positioned themselves as the experts for everything wood. With this measure, we emphasized the customer’s anticipation of using a STIHL chainsaw in the next 20 years. Only STIHL could have done it, because among professional and hobby users, STIHL are the brand that is known for their longevity.

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 Advent calendar was sent to the top 20 customers of the 100 best-selling STIHL retailers in Germany - among them hobby users as well as professional operators from the areas of forestry, agriculture, construction and gardening. Since the Advent calendar was designed as a pure customer retention measure and it was not asked for a response, there are no response rates. However, the feedback was magnificent: many customers called and thanked their specialist dealers for the surprise.