Ford DM YES OR YES! by Wunderman Cologne

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Industry Cars
Media Direct marketing
Market Germany
Agency Wunderman Cologne
Executive Creative Director Uli Buesgen
Creative Director Monika Neumann
Art Director Anja Gottschling
Client Service Director Stefan Jordan
Released March 2009

Credits & Description

Category: Flat Mailing
Date of First Appearance: Mar 15 2009 12:00AM
Entrant Company: WUNDERMAN , Cologne, GERMANY
Executive Creative Director: Uli Buesgen (Wunderman Gmbh)
Creative Director: Monika Neumann (Wunderman Gmbh)
Senior Copywriter: Christian Loeck (Wunderman Gmbh)
Art Director: Anja Gottschling (Wunderman Gmbh)
Client Service Director: Stefan Jordan (Wunderman Gmbh)
Manager Marketing-Communication FoG: Sibylle Becher (Ford Of Germany)
Media placement: Direct Mailing - Direct Mailing - 15.03.2009

Describe the brief/objective of the direct campaign.
In spring 2009, the German government started an extensive scrapping bonus program to motivate owners of older vehicles to purchase new, more eco-friendly ones. Ford of Germany decided to provide prospective and existing customers with two additional bonuses. These had to be communicated in a highly challenging market environment. The objective was to communicate the bonus program in an attention-grabbing way. The overall task was to generate additional purchases and, at the same time, keep customers from migrating to competing brands. The target audience were existing customers and prospects with a significant probability of purchase.

Explain why the creative execution was relevant to the product or service.
Many competitors advertised their special offers on the occasion of the German scrapping bonus program in a very noisy way that only focuses on bargains. In this specific environment, our direct mailing for Ford makes a real difference with a charming and emotional approach.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
It’s yes or yes! Plucking petals is a popular way to decide if someone loves you or not. Now it can even help you to decide which new car to buy! But unlike the “yes or no” in the original version, it’s just “yes or yes” with these striking springtime offers! The mailing was distributed with a paper flower attached to the envelope. The detachable “petals” carry emotional messages that invite the recipient to easily find his or her “new love”. Inside the mailing, the recipient gets all necessary information about the actual offers.

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 mailing efficiently supported the dealerships in generating sales and in differentiating from the competitors in turbulent times of scrappage! It overperformed the estimated sales rate by 2,2% and achieved a 3,7% sales rate. Furthermore, the mailing achieved a Return of Investment of 193%.