POSTCALENDAR by Jung Von Matt/Next Hamburg for Deutsche Post

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POSTCALENDAR

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Industry Postal, Courier, Shipping & Freight services, Stationery
Media Direct marketing
Market Germany
Agency Jung Von Matt/Next Hamburg
Creative Director Doerte Spengler-Ahrens
Copywriter Anke Roell
Released January 2011

Credits & Description

Category: Flat Mailing
Advertiser: DEUTSCHE POST
Product/Service: POSTCARD CALENDAR
Agency: JUNG von MATT
Date of First Appearance: Jan 1 2011
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Creative Director: Doerte Spengler-Ahrens (Jung von Matt)
Creative director: Jan Rexhausen (Jung von Matt)
Copywriter: Anke Roell (Jung von Matt)
Graphic Designer: Cathrin Hoffmann (Jung von Matt)
Graphic Designer: Dina Ruewe (Jung von Matt)
Account Manager: Ilan Schaefer (Jung von Matt)
Account Manager: Natalie Martens (Jung von Matt)
Production: Philipp Wenhold (Jung von Matt)
Media placement: Calendar - Calendar - 01-01-2011

Describe the brief/objective of the direct campaign.
Show major clients in a smart and effective way that you can trust in the Deutsche Post: every letter will arrive on the next day guaranteed. The Deutsche Post provides this reliability for 70 million letters every day.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We turned the daily proof of reliability into a fresh calendar tool for our selected business clients. They receive one calendar postcard with the current date instead of a complete calendar and every day after that for 365 days. Each sent the day before as the postmark shows. This way they will have collected the first calendar that came daily by post.

Explain why the creative execution was relevant to the product or service.
Every calendar page arrived per post on the day when you need it. Each of the 365 postcards passed through the reliable system of Deutsche Post: from stamp, postmark of the day before, transportation, distribution and postman to the client’s letterbox.

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 unique calendar made the Deutsche Post every single day unforgettable. And this was extremely effective: we just added some postcards to the already existing daily transport and delivery system of the Deutsche Post. The interest among major client in automatic stamp machines for more convenience rose constantly. 6.3% more stamps were sold in the first quarter of 2011. And the year isn’t over yet.