Gruner & Jahr DM FOR ELISE FOR YOU by J. Walter Thompson Frankfurt, RMG Connect Stuttgart

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Industry Records & Cinema Production
Media Direct marketing
Market Germany
Agency J. Walter Thompson Frankfurt
Creative Director Wolfgang Zimmerer
Agency RMG Connect Stuttgart
Released December 2010

Credits & Description

Category: Flat Mailing
Advertiser: GRUNER + JAHR
Date of First Appearance: Dec 17 2010
Entrant Company: JWT GERMANY, Hamburg, GERMANY
Entry URL: http://www.wiefü
Creative Director: Wolfgang Zimmerer (RMG Connect)
Management Supervisor: Arno Hoffmann (RMG Connect)
Senior Art Director: Angela Brinkmann (RMG Connect)
Senior Art Director: Simone Werdel (RMG Connect)
Senior Copywriter: Claudia Ehrmann (RMG Connect)
Media Designer: Elisa Mongiovi (RMG Connect)
Interactive Manager: Ramzi Maamer (RMG Connect)
Web Developer: Alexander Krippahl (RMG Connect)
Marketingleiter: Jan-Piet Stempels (Gruner + Jahr)
Media placement: Direct Mailing - Mailing - 17 December 2010

Describe the brief/objective of the direct campaign.
Sell a CD box set with classical music to women. Make clear that it was especially compiled by the women's magazine BRIGITTE for their readers. Hence the claim:”Composed especially for me. “
Core audience:
Loyal subscribers of the famous German women magazine BRIGITTE.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We let Beethoven set the tone. He composed one of the most beautiful melodies ever and dedicated it to his undying love. “For Elise” became world-famous. It’s on one of the CDs. BRIGITTE dedicated this piano piece to their readers. More than 2.000 original sheets of music were individually reprinted and sent out: “For Julia”, “For Eva”, “For Mary”, “For Jane”...

Explain why the creative execution was relevant to the product or service.
It’s a surprising interpretation of the claim “Especially composed for me”. It’s like Beethoven had composed a piece for every single subscriber of BRIGITTE. It reflects the intelligence and culture of their readers.

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 was sent to BRIGITTE subscribers. In total an amazing 7.000 boxes at a price of 89EUR were sold. This result far exceeded all client expectation with this highly priced product. It means that far more than 5% have responded and bought the CD box set via the landing page (www.wiefü