FREE-RANGE EMPLOYEES by McCann Oslo for COMHOUSE

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FREE-RANGE EMPLOYEES

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Industry Telecommunications Services
Media Direct marketing
Market Norway
Agency McCann Oslo
Art Director Håvard Wibye Nærdal
Copywriter Elisabeth Andersen
Released September 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: COMHOUSE
Product/Service: TELECOMMUNICATIONS COMPANY
Agency: McCANN OSLO
Date of First Appearance: Sep 28 2009 12:00AM
Entrant Company: McCANN OSLO, NORWAY
Art Director: Håvard Wibye Nærdal (McCann Norway)
Copywriter: Elisabeth Andersen (McCann Norway)
Account Director: Ina Svarød (McCann Norway)
Account Manager: Elisabeth Lassen (McCann Norway)
Art Director Assistant: Anne Hildremyr (McCann Norway)
Media placement: Direct Mail - Postal - 28.09.2009

Describe the brief/objective of the direct campaign.
Klart Svar is a national multiple telecom store, known as a supplier of mobile phones and wireless office solutions. The marketplace is characterised by five large retail channels, more or less offering the same services to the same customers to the same price. Prices and offers are set by the operators and out of the retailer’s control. Our brief was crystal clear: Make use of the generic “wireless office solutions” and charm your way to a meeting with new potential business clients. The campaign’s goal was to book 200 meetings , 500 telephone meetings and contract business for 1,2 mill. Euro.

Explain why the creative execution was relevant to the product or service.
We chose humour – a tool the sales force could use all the way through the conversation, and in addition made the target group read with charm what kind of services wireless office includes. We also know that retailers very often take it for granted that the clients know what kind of products a wireless solution gives. Our creative execution explains the services in an easy and charming way. The sales forces had been selling this product for a couple of years, and we needed a campaign to put a smile back on their faces. We opened the doors again!

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By sending a relevant mailing with a humorous twist, we wanted to create a good starting point for the phone call. Focusing on wireless office solutions only was not relevant – the whole industry does. The managers want to keep the control they have from the traditional fixed solutions. But, we know that free-ranging employees work more and are more effective than others. Therefore, our creative solution is a carton of 'free-range eggs', and every egg tells one advantage each of what the company will achieve by changing to our Wireless Solution. The eggs symbolise the company's employees.

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 door opener put us in contact with 1800 companies, which gave 191 unique meetings and 790 telephone meetings. Total respons rate 13 %. Contracted business value of NOK 1,5 million Euro on top of approximately 1 million Euro in hot leads. The total campaign investment was only 7500 Euro. The campaign material worked out exactly as planned: Smiles and laughter helped the sales force to walk that extra mile!