DOM DM BURGLARPROOF ADVENT CALENDAR by DraftFCB Hamburg

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BURGLARPROOF ADVENT CALENDAR

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Industry Household maintenance & pet products, Alarms & Locks
Media Direct marketing
Market Germany
Agency DraftFCB Hamburg
Executive Creative Director Dirk Haeusermann
Creative Director Bill Biancoli
Art Director Senjel Gazibara
Copywriter Alexandra Beck
Illustrator Vitali Nazarenus, Thomas Färber
Released December 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: DOM SICHERHEITSTECHNIK
Product/Service: SECURITY LOCKS
Agency: DRAFTFCB GERMANY
Date of First Appearance: Dec 1 2010
Entrant Company: DRAFTFCB GERMANY, Hamburg, GERMANY
Executive Creative Director: Dirk Haeusermann (Draftfcb Germany)
Creative Director: Bill Biancoli (Draftfcb Germany)
Art Director: Senjel Gazibara (Draftfcb Germany)
Copywriter: Alexandra Beck (Draftfcb Germany)
Illustrator: Vitali Nazarenus (Draftfcb Germany)
Account Manager: Lea Faupel (Draftfcb Germany)
Head of Production: Jens Adomat (Draftfcb Germany)
Senior Print Producer: Mario Wienke (Draftfcb Germany)
Art Buying: Anika Fregin (Draftfcb Germany)
Illustrator: Thomas Färber
Media placement: Mailing (Advent Calendar Filled With Chocolates) - Advertiser's Clients - 01.12.2010

Describe the brief/objective of the direct campaign.
Use the annual Christmas mailing for regular and potential new clients to generate attention for DOM’s expertise in safety engineering.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed the first burglarproof Advent Calendar.
At first glance, the Advent Calendar looked like a typical promotional gift. But the doors couldn't be opened because they were not die-cut as is usually common. So the chocolate stayed safe.

Explain why the creative execution was relevant to the product or service.
The first burglarproof Advent Calendar allowed DOM to demonstrate - and the recipient to experience - it’s superior safety engineering in a simple and surprising way.

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.
As this was a Christmas mailing, there were no direct response elements.
Several letters and phonecalls from the recipients however, confirmed that
the mailing - and especially the unusual execution as a burglarproof
calender - was positively received and succeeded in underlining DOMs
competence as the foremost safety engineering provider.