Gordelic / Adscopum DM INVITATION TO A PAINFUL EVENING by DEFACTO KREATIV HAMBURG

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INVITATION TO A PAINFUL EVENING

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Industry Recruiting
Media Direct marketing
Market Germany
Agency DEFACTO KREATIV HAMBURG
Art Director Janina Staak
Released August 2011

Credits & Description

Category: Flat Mailing
Advertiser: GORDELIK / ADSCOPUM
Product/Service: RECRUITMENT
Agency: DEFACTO KREATIV HAMBURG
Managing Partner/Creative Direction: Walter Plötz (Defacto Kreativ Hamburg)
Art Director: Janina Staak (Defacto Kreativ Hamburg)
Account Manager: Silke Doster (Defacto Kreativ Hamburg)
Media placement: Direct Mail - Via Mail - 22 August 2011

Describe the brief/objective of the direct campaign.
Many business companies face the problem of how to adjust their organisation and personnel to social media networks. A painful process, but fortunately there are Adscopum and Gordelik. These 2 experts in multimedia customer management extended an 'Invitation to a painful evening' and promised to help. We had Bill Price from the USA flown in to be our keynote speaker. In his capacity as Global Vice President of Customer Service he had revolutionised Amazon’s customer management. On this evening, he medicated ‘5 questions that hurt’.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Step 1: Dramatic - with a twinkle in your eye! We sent out the 'Invitation to a painful evening' in proper style, wrapped in authentic bandages.
Step 2: Nagging – ‘5 questions that hurt’ permeated the mailing and described the topic in a nutshell.
Step 3: Striking - the acceptances were as fancy as the invitation. We received many funny photos showing chief executives and managers who had wrapped themselves up in bandages.

Explain why the creative execution was relevant to the product or service.
The complex matter of ‘painful influence on businesses by social media’ was communicated in an easy-going manner. And by means of the creative idea it was nevertheless conveyed quickly and simply, straight to the point.
The mailing suited the brands of Adscopum and Gordelik perfectly, because it was as individual and unusual as the solutions provided by these 2 exceptional business consultancies.
After all, the reactions of the invited decision makers showed that it had quite an impact on the target group.

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 customers who were invited loved the mailing, judging from the creative feedback and the response figures. Approximately 100 guests accepted the primary invitation which corresponds to an acceptance rate of about 14%.
Evaluation time: August/September 2011
Rating: response figures based on the invitation mailing indicated in %.
Result: 90% response to the invitation, thereof 14% acceptance.