DM LIGHT by Demner, Merlicek & Bergmann

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Industry Retail, Distribution & Rental companies
Media Direct marketing
Market Austria
Agency Demner, Merlicek & Bergmann
Art Director René Pichler
Copywriter Alistair Thompson
Account Supervisor Andrea Kliment
Released September 2010

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Product/Service: FURNITURE STORE
Agency: DEMNER
Date of First Appearance: Sep 29 2010
Account Supervisor: Andrea Kliment (Demner, Merlicek & Bergmann)
Account Manager: Albin Lenzer (Demner, Merlicek & Bergmann)
Account Manager: Siegfried Kaufmann (Demner, Merlicek & Bergmann)
Creative Director: Alistair Thompson (Demner, Merlicek & Bergmann)
Creative Director: Rene Pichler (Demner, Merlicek & Bergmann)
Art Director: Rene Pichler (Demner, Merlicek & Bergmann)
Copywriter: Alistair Thompson (Demner, Merlicek & Bergmann)
Graphic: Lukas Hueter (Demner, Merlicek & Bergmann)
Graphic: Benjamin Fillitz (Demner, Merlicek & Bergmann)
TV Producer: Juergen Madl (Demner, Merlicek & Bergmann)
Filmproducer: Dr. Wolfgang Ramml (Filmhaus Wien)
Filmproducer: Christian Florin (Filmhaus Wien)
Cinematographer: Sebastian Pfaffenbichler
Edit: Gerd Berner
Sound Studio: Tic Music
Soundlogo: Christian W. Mayr/Thomas Kathriner (Kathriner Sound)
Media placement: Cinema Commercial - Cineplexx Apollo - 29 September 2010
Media placement: Cinema Commercial - UCI Millenium City - 29 September 2010

Describe the brief/objective of the direct campaign.
The Moemax Furniture Store’s target audience is mainly young and urban. Exactly the crowd you´ll find in cinemas. The target group knows Mömax for addressing young consumers’ need for modern, individual living. What is less well known is the fact that Moemax offers its customers a really cheap delivery service, and, unusually an assembly service. With a slender budget, the task was to fill this knowledge gap, using impactful, memorable cinema and include a voucher with a 15% price off.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
There is one big problem in cinema advertising: movie-goers don’t pay much attention to the ads before the feature film. Therefore we created a commercial, which made the audience part of it and guaranteed us a very high involvement of the viewers. As a reminder to our commercial, there was a voucher on the back of every cinema ticket – offering 15% price off for a kitchen delivery and assembling.

Explain why the creative execution was relevant to the product or service.
It is quite incredible what can go wrong when assembling a kitchen. You think you’ve done everything exactly according to the instruction manual, but the trial run proves you totally wrong. In our cinema spot, we made this dilemma physically tangible for cinema goers. On the screen we see a man who has installed his own kitchen and is now controlling the light on the cooker hood. He turns the switch. And the light goes on. But not in his kitchen - in the cinema. He tries again. The same result. The super “You don’t have to do everything yourself” gives him and the audience the explanation.

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 spot attracted a great deal of attention and during the period there was a significant raise of people asking for the Mömax delivery and assembling service. A customer survey showed, that 35% of the clients asked for this service because of the commercial and the voucher on the cinema ticket.