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Industry Knives, Business equipment & services, Corporate Image
Media Direct marketing
Market Turkey
Agency Cozum
Creative Director Gokhan Yucel
Art Director Banu Ustundag
Photographer Ali Ozatalay
Strategic Planner Can Aksuyek, Ahmet O. Yener
Released January 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: WÜSTHOF
Product/Service: FILLET KNIVES
Agency: COZUM
Date of First Appearance: Jan 10 2010 12:00AM
Entrant Company: COZUM, Istanbul, TURKEY
Creative Director: Gokhan Yucel (Çözüm, Istanbul)
Art Director: Banu Ustundag (Çözüm, Istanbul)
Strategic Planner: Can Aksuyek (Çözüm, Istanbul)
Strategic Planner: Ahmet O. Yener (Çözüm, Istanbul)
Photographer: Ali Ozatalay (Isikyili Photography)
Media placement: Ambient/Print collateral - Direct marketing/bookstores - 10 January 2010

Describe the brief/objective of the direct campaign.
To create promotional material and awareness for the Wüsthof fish fillet knife.

Explain why the creative execution was relevant to the product or service.
The execution is a perfect illustration of a Wüsthof fillet knife gently removing a fillet from a fish. Displaying the work in a place -cooking sections of bookstores- where the target audience is open to the communication message increased the relevancy of the work.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We designed a recipe journal and placed it around the “cooking/food” sections in selected bookstores as well as sending out to potential customers as a promotion. The book has a removable jacket designed to look like the scales of a fish. By sliding this outer jacket, the user can see a raw meat emerging from underneath the cover, a perfect illustration of a Wüsthof fillet knife gently removing a fillet from a fish.

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.
We sent these journals to potential customers and also made it available in selected bookstores. Although it was designed for promotional purposes, it had added value as a niche retail find. The unique design created a buzz for bookstore shoppers who requested pricing information to purchase the journal. It created significant traffic to the website and call center and word-of-mouth added PR value. Many design, cooking, marketing related blogs showed great interest into the work and it was presented throughout the blogosphere.