WRONG ADDRESS by Duval Guillaume Modem Antwerp for HEALTH CITY

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WRONG ADDRESS

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Industry Sports and Health Clubs, Gyms
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Peter Ampe, Katrien Bottez

Art Director Geert De Rocker
Copywriter Tom Berth
Released October 2009

Credits & Description

Category: Flat Mailing
Advertiser: HEALTH CITY
Product/Service: FITNESS CENTER
Agency: DUVAL GUILLAUME
Date of First Appearance: Oct 20 2009 12:00AM
Entrant Company: DUVAL GUILLAUME, Brussels, BELGIUM
Creative Director: Katrien Bottez (Duval Guillaume Brussels)
Creative Director: Peter Ampe (Duval Guillaume Brussels)
Copywriter: Tom Berth (Duval Guillaume Brussels)
Art Director: Geert de Rocker (Duval Guillaume Brussels)
Media placement: Letter - Door to door - 20/10/2009

Describe the brief/objective of the direct campaign.
For fitness center HealthCity we made a wrongly addressed mailing. On purpose, of course. Everyone reveived a letter addressed to his or her neighbour. We counted on everyone to do what good neighbours do, namely go outside and put the letter in the neighbour’s mailbox. Like this everyone got some exercise. But that’s not enough to get in shape, that’s why the letter invited everyone for a free session at the HealthCity fitness center.

Explain why the creative execution was relevant to the product or service.
For Health City fitness we deliberately delivered mailings to the wrong address: people received the envelope intended for their neighbour.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Step1. You get an envelope with your street number on it, but your neighbour’s name. Step 2. You go outside and put the letter in your neighbour’s mailbox. Step 3. Your neighbour gets an envelope with his number on it, but your name. Step 4. Your neighbour goes outside and puts the letter in your mailbox. Step 5. Your letter explains you already had some exercise, but you will need to come to Health City to really get in shape.

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.
This way they got some exercise by doing what good neighbours do: by putting the envelope next door.