Gortz DM THE INFINITE SHOE BANNER by Kempertrautmann Hamburg

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THE INFINITE SHOE BANNER

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Industry Retail, Distribution & Rental companies, Apparel & Accessories Stores
Media Direct marketing
Market Germany
Agency Kempertrautmann Hamburg
Executive Creative Director Martin Drust
Art Director Sebastian Burghardt
Copywriter Gordian Frank
Released April 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: GÖRTZ
Product/Service: SHOE RETAIL
Agency: KEMPERTRAUTMANN CHANGE
Date of First Appearance: Apr 29 2011
Entrant Company: KEMPERTRAUTMANN CHANGE, Hamburg, GERMANY
Entry URL: http://frida-frommen.de/awards/infiniteshoebanner/
Executive Creative Director: Martin Drust (Kempertrautmann Change)
Copywriter: Gordian Frank (Kempertrautmann Change)
Art Director: Sebastian Burghardt (Kempertrautmann Change)
Account Director: Michael Schneider (Kempertrautmann Change)
Account Executive: Claudia Dührkop (Kempertrautmann Change)
Production Studio: (Good Morning)
Media placement: Banner - Online - 29.04.2011

Describe the brief/objective of the direct campaign.
Görtz is one of Germany’s leaders in shoe retailing, known to do advertising that uses cutting edge technology. They asked us to promote their shoes on mobile devices. Their primary targets were young adults aged between 18-30 years.

Mobile advertising for shoes retailers is tricky, because you’d have to either limit the range you’re advertising at the same time or let the users do some sort of selection. Our strategy was to use technology to circumvent these limits in mobile ads.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to get as many sales in direct response to our banner campaign, we decided to give people a playful way to find what they’re looking for. The shoes we displayed in the banner were a random selection of popular models and brands.

Explain why the creative execution was relevant to the product or service.
In order to position our banner as more than advertising, it was necessary to add a playful element. Thereby we used a technology that wasn’t accessible in a browser before. It fits the brand because firstly Görtz is known for its progressive campaigns and promotions and secondly young adults respond well to non-conventional ads.

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.
Within the first week after launch the traffic to the Görtz mobile website increased by 27%. Mobile sales increased by 61% as a direct result of people making a shoe choice through the banner.