HALF IS MORE by Wunderman Cologne for Ford

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HALF IS MORE

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Industry Cars
Media Direct marketing
Market Germany
Agency Wunderman Cologne
Executive Creative Director Uli Buesgen
Creative Director Monika Neumann
Client Service Director Marion Arndt
Released July 2009

Credits & Description

Category: Flat Mailing
Advertiser: FORD OF GERMANY - FLEET DEPARTMENT
Product/Service: FULL-SERVICE LEASING CONTRACTS
Agency: WUNDERMAN
Date of First Appearance: Jul 3 2009 12:00AM
Entrant Company: WUNDERMAN , Cologne, GERMANY
Executive Creative Director: Uli Buesgen (Wunderman)
Creative Director: Monika Neumann (Wunderman)
Senior Copywriter: Christian Loeck (Wunderman)
Senior Art Director: Thomas Lang (Wunderman)
Client Service Director: Marion Arndt (Wunderman)
Account Manager: Nico Zimmermann (Wunderman)
Media placement: Direct Mailing - Direct Mailing - 03.07.2009

Describe the brief/objective of the direct campaign.
Ford of Germany provides its fleet customers with a full-blooded offer: Halving of the servicing rates for full-service leasing contracts. Our task was to develop a direct mailing that raises the attention of fleet customers – which are quite a busy target group whose post-box is as jam-packed as their working day …

Explain why the creative execution was relevant to the product or service.
Fleet managers and equivalent decision makers usually are busy people who find a lot of advertising in their post-box. So you need a striking and really fast-working mailing to get their attention for your message. The mailing adresses both issues in a convincing way: A letter that is cut in half is quite unusual and necessarily gets some attention. At the same time, this uncommon format directly gets the key message across: the halving of servicing rates.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Halve the price for servicing rates: quite good news for customers who pay a lot of attention to cost-effectiveness. News that the mailing communicates in a striking and highly self-evident way: It’s completely cut in half – but without destroying the key message which can be easily decoded. Another advantage of half a mailing: Busy people like fleet managers only need half the time to read it. Of course, sending out such an uncommon format had to be well organised in co-operation with the German Post.

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.
Appointments with 1% of the addressed target group, which equals a sales potential of 12 500 units, high impact in the targeted fleet market, a lot of talk about and many prominent press releases in relevant media. Costs per prospect are about € 200,-