EXPERIENCE THE DESIGN AND QUALITY by Proximity Prague for HEEX

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EXPERIENCE THE DESIGN AND QUALITY

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Industry Clothing, Business equipment & services, Corporate Image
Media Direct marketing
Market Czech Republic
Agency Proximity Prague
Creative Director Pavel Stanek
Art Director Ondrej Vala
Copywriter Kristian Hlousek
Designer Radka Kubkova
Released April 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: HEEX
Product/Service: FASHION BRAND
Agency: PROXIMITY PRAGUE
Date of First Appearance: Apr 15 2010 12:00AM
Entrant Company: PROXIMITY PRAGUE, CZECH REPUBLIC
Creative Director: Pavel Stanek (Proximity Prague)
Designer: Radka Kubkova (HEEX)
Art Director: Ondrej Vala (Proximity Prague)
Copywriter: Kristian Hlousek (Proximity Prague)
Media placement: Direct Mail - Direct Mail - 15 April 2010

Describe the brief/objective of the direct campaign.
To introduce HEEX, a new fashion label established in the Czech Republic, to some of the most renowned names in the global fashion industry.

Explain why the creative execution was relevant to the product or service.
The mail package has to demonstrate what the brand HEEX aims to stand for. Therefore, our mail is not just a letter describing the offer of the brand. Instead, we let our target group experience our design and quality. Thus our addressees already received a real example of what HEEX is doing and delivering – a unique piece of fashion designed by an outstanding Czech designer and crafted with great attention to detail.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our aim was to demonstrate the difference of HEEX – fresh thinking coupled with small batch series crafted with great attention to detail. We knew that it takes more than just a usual direct mail and more than just words. The result is an exceptional mail package designed by some of the most prominent Czech designers working for HEEX that lets our addressees experience the brand with all senses.

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 recognition of our mailing reached 97% within our target group. The design package had a major impact on our target group and served as a great conversation starter for further negotiations about a possible cooperation. It was 100% relevant for the fashion industry and yet surprising and unusual.