STOLEN LETTER by Uncle Grey Copenhagen for ETU FORSIKRING



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Industry Insurance
Media Direct marketing
Market Denmark
Agency Uncle Grey Copenhagen
Creative Director Michael Paterson
Art Director Morten Killerich
Released February 2011

Credits & Description

Category: Flat Mailing
Product/Service: INSURANCE
Date of First Appearance: Mar 1 2011
Entrant Company: UNCLE GREY, Århus, DENMARK
Art Director: Morten Killerich (Uncle Grey)
Creative Director: Michael Paterson (Uncle Grey)
Account Manager: Jesper Kortegaard (Uncle Grey)
Media placement: Flat Direct Mailing - Mailed Letter - 1. Marts 2011

Describe the brief/objective of the direct campaign.
As a small and local insurance company, the client's objective is to ensure that as many local customers prefer them instead of the big, national insurance companies. The main purpose is, at low cost, to make contact with new local customers through local advertising focusing on the local region.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The client have one, single desired outcome, namely to get as much local attention and as high as possible a response rate for as low as possible a budget.
With this in mind, the direct mail was designed with immediate attention, so that the "window" in the envelope was smashed. And when opening the envelope, the letter inside appeared to be stolen.
On the back of the envelope the customers was encouraged to call ETU Insurance to hear more about their Home Insurance.

Explain why the creative execution was relevant to the product or service.
ETU Insurance is perceived as being local and warm-hearted, not distant and cold as many national companies.
Therefore it’s permissible for them to use humour and solutions only possible on a local scale.
With a recent considerable increased amount of home thefts it was chosen to focus creatively on home insurances and then possibly cross.-sell other insurances.

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.
In this first campaign period, a total of 500 specially designed envelopes were produced and distributed. It generated a 17% response rate, with 7.2% conversion rate in the first few months.
The used printing technique is not the cheapest, but the response/conversion rate outweighed this by far, and thereby meets the desired outcome of the campaign.