WE KNOW WHAT HORSES LIKE by Ruth for THE HORSE AND HOUND BOUTIQUE

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WE KNOW WHAT HORSES LIKE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Sweden
Agency Ruth
Creative Anders Granberg, Jenny Berg
Released August 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: THE HORSE AND HOUND BOUTIQUE
Product/Service: EQUESTRIAN EQUIPTMENT STORE
Agency: RUTH
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: RUTH, Stockholm, SWEDEN
Creative: Jenny Berg (Ruth Advertising)
Creative: Anders Granberg (Ruth Advertising)
Account Executive: Johanna Jernbäck (Ruth Advertising)
Account Manager: Hanna Holmin (Ruth Advertising)
Owner: Peter Chrischlow (The Horse and Hound Boutique)
Media placement: Carrots - Stables.. - 01-08-2009

Describe the brief/objective of the direct campaign.
Objective of campaign: To inform potential customers about their big sale on equestrian equipment. Target audience: Both existing and new customers. Strategy: The Horse and Hound Boutique knows what horses like.

Explain why the creative execution was relevant to the product or service.
Relevance in creative solution: We believe that the way to a horse owners heart goes through their horse. The way to a horses heart is throught their stomach. Strength: This was most like the first ever eatable direct mailpiece addressed to horses in Sweden. Why appropriate: The Horse and Hound Boutique proved that they know horses and what they like.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution: The message SALE! was carved into many horses favorite snack - carrots. Each carrot had a small tag with more info, address, website and more. Buckets of these carrots with individual name tags were sent to stables close to the boutique.

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.
Results: The campaign was greatly appreciatied in the horse riding communty. The carrot mailings were widely written about on swedish horse related blogs and forums. Inside intelligence told us every carrot was taken before the sale was over. Happy horse, happy owners.