SILHOUETTE MAILING by Heye & Partner Munich for Fiskars

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SILHOUETTE MAILING

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Industry Stationery
Media Direct marketing
Market Germany
Agency Heye & Partner Munich
Art Director Andy Zammer
Copywriter Benita Buchholzer
Designer Konstanze Schoeffl
Producer Alexander Birner, Silvia Balog
Released January 2011

Awards

Caples Awards 2011
Direct Mail & Print Direct mail, flat (1 to 500 pieces) Bronze

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: FISKARS GERMANY
Product/Service: SCISSORS
Agency: HEYE GROUP
Date of First Appearance: Jan 10 2011
Entrant Company: HEYE GROUP, Unterhaching, GERMANY
Creative Director and Copywriter: Thomas Winklbauer (Heye & Partner)
Art Director: Andy Zammer (Heye & Partner)
Copywriter: Benita Buchholzer (Heye & Partner)
Account Executive: Martin Winter (Heye & Partner)
Designer: Konstanze Schoeffl (Heye & Partner)
Account Executive: Markus Goetze (Heye & Partner)
Producer: Alexander Birner (Heye & Partner)
Producer: Silvia Balog (Heye & Partner)
Media placement: Flat Mailing - Send To 100 Purchasing Managers Of Hardware Stores And Managing Directors Of Top - 10.01.2011

Describe the brief/objective of the direct campaign.
Fiskars’ scissors excel in perfect ergonomics and outstanding functionality. It is essential to promote the extraordinary product benefits of a brand that have limited awareness in the market, starting with the purchasing managers of hardware stores (household supplies and metal goods) and the managing directors of top-selling hardware stores.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A remarkable mailing was sent out, focusing on the impressive precision of Fiskars scissors. It was essential to emphasize the benefits by copy and the visual. We convinced traders of this quality product by a silhouette-mailing where each letter was cut out.
To increase the ordering process, a coupon for further information material and a pair of precision scissors were included for free. Afterwards they had to cut out the coupon and return it free-of-charge to Fiskars.
The result: We beat our goal of 10% more responses, in comparison to the mailing of last year, by an entire 40%!

Explain why the creative execution was relevant to the product or service.
Fiskars scissors are premium quality. With their help, even the most delicate of jobs can be handled. Therefore, all letters of the mailing were cut out.
Hence, the 100 recipients (traders) were convinced by the quality of the product not only in writing, but also in a visual way. The absolute precision of the mailing raised their motivation and enthusiasm in ordering our high quality product and produced interest in the brand Fiskars.
To increase the ordering process, an additional coupon for further information material and a pair of precision scissors were included for free. All that needed to be done, was to cut out the coupon and return it free-of-charge to Fiskars.

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.
By sending this mailing to 100 exclusive traders, the awareness of the brand was raised in an outstanding way. From the expected 20 to 25 traders, 53 responded! Based on the statistics raised from the orders for Fiskars’ scissors, they showed that a 1000 additional scissors were ordered, than in an average month. That’s to say, an order volume boost from 19% compared to the previous month. Since we could convince 47 new customers of the high quality of the product and the brand, Fiskars could expand its range of products in this range by about 15 precision scissors.