Expedia DM OUT OF OFFICE REPLY by Mediaplus Hamburg, Serviceplan Hamburg

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Industry Transport, travel & tourism, Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
Market Germany
Agency Mediaplus Hamburg
Creative Director Karsten Gessulat
Art Director Martin Graf
Copywriter Tobias Bundt
Account Supervisor Michaela Strack, Julia Meinetsberger
Agency Serviceplan Hamburg
Creative Director Ekki Frenkler
Released July 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: EXPEDIA.COM
Product/Service: TRAVEL WEBSITE
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: SERVICEPLAN, Munich, GERMANY
Entry URL: http://www.expedia.de
Chrief Creative Officer: Alex Schill
Creative Director: Ekki Frenkler , Karsten Gessulat
Copywriter: Tobias Bundt
Art Director: Martin Graf
Account Supervisor: Michaela Strack; Julia Meinetsberger
Graphic Design: Senta Neumann
Media placement: eMail - Germany - 01.07.2009

Describe the brief/objective of the direct campaign.
The customer, expedia.de asked us for a particularly direct and efficient method of convincing as many non-users as possible that expedia.de has the best offers. Our answer: A direct means of advertising that had never been used as such before. The absence memo with a heightened jealousy factor.

Explain why the creative execution was relevant to the product or service.
In this instance, the usually boring absence memo creates a particular desire for a vacation. No one is expecting great holiday photos. As a small motivational incentive, there was a travel voucher in the amount for 50 Euros for everyone who implemented this memo like expedia.de wanted.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We use the never before used absence memo to directly transport our brand message to everyone who is not on vacation, but is perhaps dreaming about it. The means: In the summer of 2009, all of expedia.de’s customers could create an individualised absence memo showing the others where they were currently vacationing and how great it is there.

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 result is clear and extremely pleasing: 28% of expedia.de customers downloaded the absence memo, individualized it and made others a tad jealous. The effort was minimal because only costs for the installation of the tool were incurred. There were no media costs.