Citroen DM THE 15 CENT MAILING by Euro Rscg Vienna

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THE 15 CENT MAILING

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Industry Cars
Media Direct marketing
Market Austria
Agency Euro Rscg Vienna
Executive Creative Director Florian Nussbaumer
Creative Director Phil Hewson
Art Director Christian Homann
Copywriter Thomas Schöffmann
Released December 2010

Credits & Description

Category: Flat Mailing
Advertiser: CITROEN AUSTRIA
Product/Service: AUTOMOBILE
Agency: EURO RSCG VIENNA
Date of First Appearance: Dec 10 2010
Entrant Company: EURO RSCG VIENNA, AUSTRIA
Executive Creative Director: Florian Nussbaumer (Euro RSCG Vienna)
Creative Director: Phil Hewson (Euro RSCG Vienna)
Art Director: Christian Homann (Euro RSCG Vienna)
Copywriter: Thomas Schöffmann (Euro RSCG Vienna)
Media placement: Direct Mail - Mailing - December 2010

Describe the brief/objective of the direct campaign.
CITROËN Austria is convincing in the B2B area not only with a wide selection of commercial vehicles, but also with particularly economical financial solutions. The task was to create an effective mailing to inform current and potential customers about a new, attractive leasing offer.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To communicate the tiny leasing rate of €0.55 pro kilometre only a fraction of the mailing was implemented: the postage stamp. The Austrian Post offers the opportunity to print valid stamps with a (normally private) customer‘s own design. This was the first time that this offer was put to use for a commercial purpose.

Explain why the creative execution was relevant to the product or service.
Apart from an unusually high recall, the number of leasing contracts with business clients increased by 80%.

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.
Apart from an unusually high recall 15%, the number of leasing contracts with business clients increased by 80%. (192 jumpy’s sold by leasing).