THE DAMAGED LETTERS by MECKA for NEXANS

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THE DAMAGED LETTERS

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Sweden
Agency MECKA
Art Director Calle Österberg, Ann Larsson
Copywriter Lasse Kampe
Released March 2009

Credits & Description

Category: Flat Mailing
Advertiser: NEXANS
Product/Service: HALOGEN FREE CABLES
Agency: MECKA
Date of First Appearance: Mar 23 2009 12:00AM
Entrant Company: MECKA, Boras, SWEDEN
Project Manager: Anders Kåpe (Mecka)
Art Director: Calle Österberg (Mecka)
Art Director: Ann Larsson (Mecka)
Copywriter: Lasse Kampe (Mecka)
Final Art: Andreas Norén (Mecka)
Web Developer: Magnus Tapper (Mecka)
Production Manager: Lena Hedlund (Mecka)
Production Manager: Martin Johansson (Mecka)
Media placement: Letters (3 separate) - Direct Marketing - mailbox - 23 march 2009

Describe the brief/objective of the direct campaign.
Nexans, a company in the cable industry, has just launched a product line of halogen-free cables. For the customer these cables are a better option than the alternative PVC for mainly two reasons; in case of fire they can save lives and money. The problem is that they are more expensive, so customers are not keen on buying them. The challenge was to change the buying behavior radically for both new and excisting customers to Nexans. Right now they just want to buy cheap cables. To make them understand the advantages of these new cables was the key to success.

Explain why the creative execution was relevant to the product or service.
We decided to write three letters. It might not be revolutionary, but it works if you add it to something exciting, involving the recipient's senses: Letter one was a fire damaged, smoke stinking, letter from the fireman. He explained how cables can save lives during a fire. Letter two was a water damaged letter from a risk engineer at an insurance company. He wrote about cleaning up after the fire, and how the halogen-free cables can save money. The last letter was a summary letter from Nexans, with a spectacular smoke test film on a USB stick.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The campaign objective was to raise the share of sold halogen-free cables.The target group was known to Nexans, so DM was the base of the campaign. Understandability and credibility were key words in campaign planning, so we chose to get help from those who know what can happen if the worst happens and a fire occurs. Real people who can give real examples; a fireman and a risk engineer. Taking the audience a step closer to a fire was also crucial. Attracting the senses became the solution.

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 share of sales between PVC and halogen-free cables have been constant for 7 years. 70% of sold cables has been PVC, 30% has been halogen-free cables. The goal of this campaign was that the sales share of halogen-free cables would increase. No other marketing activities, or price adjustments, were carried out during the campaign period. The building market was also in a slope since a few years. The result gave the sales of halogen-free cables increased from 30% to 42%. This represents an increase of the share of sold halogen-free cables by 40%.