ROCK THE SCHOOL by Agentur Am Flughafen Zurich for IQ MANAGEMENT CENTRE

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ROCK THE SCHOOL

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Switzerland
Agency Agentur Am Flughafen Zurich
Creative Director René Eugstair
Art Director Dominique Rutishauser
Copywriter Patrick Lindner
Released April 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: IQ MANAGEMENT CENTRE
Product/Service: FURTHER EDUCATION CENTRE
Agency: AGENTUR AM FLUGHAFEN
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: AGENTUR AM FLUGHAFEN, Altenrhein, SWITZERLAND
Creative Director: René Eugstair (Agentur am Flughafen)
Art Director: Dominique Rutishauser (Agentur am Flughafen)
Graphics: Benita Sutter (Agentur am Flughafen)
Copywriter: Patrick Lindner (Agentur am Flughafen)
Media placement: E-Mail Mailing - – - April 2009
Media placement: Landing Page - – - April-June 2009
Media placement: Mailing - – - May 2009
Media placement: SMS Reminder - – - July 2009
Media placement: Event - – - July 2009

Describe the brief/objective of the direct campaign.
The IQ Management Centre advanced training institute was celebrating its 10 year anniversary. By means of a real party which rocks like never before, former pupils were invited to celebrate and spread the word about the school. Involvement and customer retention with the objective of 50 recommendations.

Explain why the creative execution was relevant to the product or service.
Phase 1: Musical HTML invitation. Phase 2: Confirmation, concert admission ticket and headbanging rehearsal kit consisting of air guitar and rock CD. Phase 3: Shortly before the event an SMS reminder was also sent to managers and advised of the event throughout the year.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The former students now in management positions were addressed like teenagers. First they were invited online and steered towards a landing page. A few days later, those who registered received a rehearsal set complete with air guitar and rock CD.

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.
Result: 200 participants at the event and several recommendations.