Dm Drogerie Markt DM GALLERY OF FRESHNESS by Wunderman Vienna

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Industry Drugstores
Media Direct marketing
Market Austria
Agency Wunderman Vienna
Executive Creative Director Tom Krutt
Released August 2010

Credits & Description

Category: Flat Mailing
Product/Service: DRUG STORE
Date of First Appearance: Aug 30 2010
Entrant Company: WUNDERMAN VIENNA, Vienna, AUSTRIA
Executive Creative Director: Tom Krutt (Wunderman)
Creative Director Art: Silvia Rodler (Wunderman)
Creative Director Text: Petra Hauer (Wunderman)
Graphic Design: Beate Pall (Wunderman)
Graphic Design: Julia Deinhamer (Wunderman)
Account Manager: Michaela Friedrich (Wunderman)
CRM Strategist: Wolfgang Hafner (Wunderman)
Media placement: Direct Mailing - Mailing - 30 August 2010

Describe the brief/objective of the direct campaign.
DM is Austria‘s largest drugstore chain and has a vast range of deodorants on offer over the summer. Our mission was to create a high-level direct-mailing campaign targeted at the most loyal clients, and to communicate delightful freshness during sweaty times. We also needed to link to the products and special offers for members of the active beauty loyalty club. In short: create deodorant sales and help raise loyalty and the quality of the brand!

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
How to present the problematic theme of sweaty armpits and to communicate freshness and high-quality? Our big idea - raise the entire communication to the next level of aesthetics: classical art. Armpits in art history, from Michelangelo to Klimt and Schiele, made up our „Gallery of Freshness“. One could smell the deodorants on offer in the loyalty program section by scratching armpit images on the final two pages of the Direct-Mailing.

Explain why the creative execution was relevant to the product or service.
Communicate aesthetic beauty and freshness for a problematic body part: sweaty armpits. We transferred the sweaty problem into another desirable dimension: fine arts. Beauty, Freshness, Desire, irresistible club offers and an interactive brand experience in one perfectly balanced package that boosted sales, loyalty and brand equally!

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.
Direct-Mail sent to 50.000 most loyal members of dm active beauty loyalty club. 33 % of recipients bought their deodorants with attached discount coupons. 12 % redeemed more than 1 coupon.
Overall more than 20 % increase of sales in target audience.