Adlibris/Bonniers DM A NEW WAY TO READ by McCann Stockholm

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Industry Book store
Media Direct marketing
Market Sweden
Agency McCann Stockholm
Director Jesper Anderssson
Creative Director Mia Cederberg
Art Director Olof Rogbrandt
Copywriter Christian Heinig, Hanna Bellander
Producer Henrik Ihre
Released March 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Product/Service: E-BOOK STORE
Date of First Appearance: Mar 5 2010
Entrant Company: STORÅKERS McCANN, Stockholm, SWEDEN
Copywriter: Christian Heinig (Storåkers McCann)
Copywriter: Hanna Bellander (Storåkers McCann)
Art Director: Olof Rogbrandt (Storåkers McCann)
Creative Director: Mia Cederberg (Storåkers McCann)
Account Director: Lina Wätte (Storåkers McCann)
Accont Manager: Maria Florell (Storåkers McCann)
Agency producer: Mats Sandin (Colony)
Director: Jesper Anderssson (TV Dinner)
Producer: Henrik Ihre (TV Dinner)
Studio: Erik Lindahl (Colony)
Media placement: TV Campaign - 1 Spot - TV4 - 5 Mars 2010

Describe the brief/objective of the direct campaign.
Adlibris wanted us to sell out their stock of Letto e-readers. The target group consisted entirely out of new customers – women between ages of 30-60 with no previous experience of e-reading.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We used TV as a media in order to emotionally dramatize the product benefit.

Explain why the creative execution was relevant to the product or service.
Showing off what you read can be akward. An embarrassment you can avoid this with a Letto e-reader. The media spend was directed to towards programs and shows aimed directly at the target group.

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 stock sold out in less than a week.