DANK by DDB & Co Istanbul for Dank

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DANK

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Industry Retail, Distribution & Rental companies
Media Direct marketing
Market Turkey
Agency DDB & Co Istanbul
Creative Director Demir Karpat Polat
Art Director Luis Tauffer
Copywriter Andres Vergara, Eduardo Marques Porto
Account Supervisor Asli Haymana
Released February 2010

Credits & Description

Category: Flat Mailing
Advertiser: DANK
Product/Service: SECOND HAND FURNITURE
Agency: DDB&CO.
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: DDB&CO., Istanbul, TURKEY
Creative Director: Karpat Polat (DDB&Co. Istanbul)
Art Director: Luis Tauffer (DDB&Co. Istanbul)
Copywriter: Andres Vergara (DDB&Co. Istanbul)
Copywriter: Eduardo Marques (DDB&Co. Istanbul)
Account Supervisor: Asli Haymana (DDB&Co. Istanbul)
Media placement: Catalogue - IKEA Catalogue - 01.03.2010

Describe the brief/objective of the direct campaign.
The DANK Second-hand furniture store has one of Istanbul's biggest vintage designer furniture collections for sale. Celebrated designs like Herman Miller, Knoll, Kartell, vintage IKEA and Habitat just to name a few. We wanted to tell our passionate furniture collectors that these iconic brands were now available at DANK.

Explain why the creative execution was relevant to the product or service.
Why make a new catalogue when there’s a second-hand one? Instead of creating our own catalogue to promote our special collection, we decided to reuse the original ones.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent the original old catalogs re-packed as ‘new-arrivals collection’ from DANK. Inside the catalogues we made slight modifications using stamps, color-markers and revised prices, showing the reader which items were now available at DANK. These one-of-a-kind vintage catalogues became highly appreciated, not only because of the original furniture on sale, but also thanks to the catalogue’s original design and vintage looks.

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.
DANK sold 34 exclusive pieces in just two weeks after the mailing campaign was launched. The flow of customers in the store increased a staggering 150% compared to previous month. Not bad figures considering the US$1.700 we spent on the whole campaign. We turned a second-hand brand into a celebrated iconic one.