Elephant DM E7 CHRISTMAS SPECIAL by Elephant Seven Hamburg, Pixelpark Berlin

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Germany
Agency Elephant Seven Hamburg
Creative Director Kai Becker
Art Director Oliver Baus
Copywriter Nils Liedmann
Agency Pixelpark Berlin
Released November 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: ELEPHANT SEVEN, Hamburg, GERMANY
Entry URL: http://www.bannertool.de/awards/2010/en/e7/weihnachtsspecial2009/
Creative Director: Kai Becker (Elephant Seven Hamburg)
Art Director: Oliver Baus (Elephant Seven Hamburg)
Account Manager: Dina Witt (Elephant Seven Hamburg)
Account Manager: Svenja Meyer (Elephant Seven Hamburg)
Senior Copywriter: Benjamin Bruno (Elephant Seven Hamburg)
Copywriter: Nils Liedmann (Elephant Seven Hamburg)
Screendesigner: Lana Bragina (Elephant Seven Hamburg)
Motion Designer: Oleg Friesen (Elephant Seven Hamburg)
Programmer: Tim Schroeder (Elephant Seven Hamburg)
Flash-Coding: Carina Bitthin (Elephant Seven Hamburg)
Flash-Coding: Carsten Krause (Elephant Seven Hamburg)
Junior Motion Designer: Christopher Remmers (Elephant Seven Hamburg)
Junior Copywriter: Julia Molina (Elephant Seven Hamburg)
Media placement: E-Mail - E-Mail To Clients - 1 December 2009
Media placement: Webspecial - Webpage Of Elephant Seven - 1 December 2009

Describe the brief/objective of the direct campaign.
Elephant Seven Hamburg wanted to send their clients a Christmas greeting and do something good at the same time.The web special was geared towards Elephant Seven Hamburg's business partners and clients. The result should be as meaningful as possible, yet still have a sustained impact.

Explain why the creative execution was relevant to the product or service.
Another exciting detail was added to the website's Christmas landscape with every wish that was fulfilled. Visitors thus became involved in the design process and additionally had a reason to revisit the page. And because the joy of giving is so great, a new Christmas surprise was added to the lovingly designed page for every wish that was fulfilled – with a movie of the children receiving their presents as the celebratory culmination. How could Christmas greetings create a better mood than having recipients actively supporting a charitable cause?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Christmas special was developed in collaboration with Lüttenhilfe e.V. and began with the organisation's employees collecting wishes from children in need. e7 sent its clients wish codes in an e-mail with which they could fulfill the children's wishes by selecting a present on the website and adding some of their own words. The agency then purchased the presents and presented them to the children at a large-scale ceremony together with Lüttenhilfe. The concept's impact was thus threefold: the children were happy with their wonderful presents, the clients were happy about the happy children, and e7 was happy about both.

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.
Elephant Seven Hamburg sent about 200 codes to their clients. Result: Every code was redeemed and the children at Lüttenhilfe e.V. were thrilled about their presents. You can't beat 100%.