THE NECKSERCISE MAIL by Publicis Frankfurt for KIRSTEN KRUG

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THE NECKSERCISE MAIL

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Industry Consumer & Public services
Media Direct marketing
Market Germany
Agency Publicis Frankfurt
Creative Director Diana Sukopp
Art Director David Emmer
Account Supervisor Katrin Wewel
Released April 2010

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: KIRSTEN KRUG
Product/Service: HEALTH COACHING
Agency: PUBLICIS FRANKFURT
Date of First Appearance: Apr 15 2010 12:00AM
Entrant Company: PUBLICIS FRANKFURT, GERMANY
Entry URL: http://www.stresszentrum-hamburg.de/cannes.html
Chief Creative Officer: Stephan Ganser (Publicis Frankfurt)
Creative Director: Diana Sukopp (Publicis Frankfurt)
Art Director: David Emmer (Publicis Frankfurt)
Account Supervisor: Katrin Wewel (Publicis Frankfurt)
Media placement: E-Mail - Mail - 15.04.2010

Describe the brief/objective of the direct campaign.
If you are a local physiothertapist and ChiGong teacher with zero advertising budget: how can you make people talk about you and win new clients? Email marketing could be a solution. It is practically for free if you do it yourself. But, increasing the number of spam mails makes bad karma. And. If your database is limited, how do you make people forward your email to their friends and relatives in the neighborhood?

Explain why the creative execution was relevant to the product or service.
We created an eMail which everyone would love to receive and even forward it to others, because it really makes the world a bit better.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Not just information. Not just an offer. No bullshit. Just someting really useful: Reading the email makes you instinctively do some great neck excercises. And whoever enjoyed this little free service was asked to forward the email to other people in the local area.

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.
Actually Mrs. Krug´s small business has no budget to monitor how often the email has been effectively forwarded. But after sending the email to a database of 120 persons, 365 sent an eMail to thank for the free service, 343 called on the phone to express their sympathy and 98 were interested in further treatments. A huge success for a small local business.