HOLIDAY AUTOS DM GIANT POSTCARD by Heye & Partner Munich

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GIANT POSTCARD

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Industry Car & Utility Rentals
Media Direct marketing
Market Germany
Agency Heye & Partner Munich
Creative Director Andreas Klemp
Art Director Malte Schleemilch
Copywriter Uwe Schatz
Released December 2010

Awards

Caples Awards 2011
Direct Mail & Print Direct mail, flat (1 to 500 pieces) Finalist

Credits & Description

Category: Flat Mailing
Advertiser: HOLIDAY AUTOS
Product/Service: CAR RENTAL
Agency: HEYE GROUP
Date of First Appearance: Dec 1 2010
Entrant Company: HEYE GROUP, Unterhaching, GERMANY
Creative Director: Andreas Klemp (Red Urban)
Art Director: Malte Schleemilch (Red Urban)
Copywriter: Uwe Schatz (Red Urban)
Graphics: Max Clement (Red Urban)
Account: Regina Lang (Red Urban)
Account: Pamela Beckmann (Red Urban)
Media placement: Flat Mailing - 100 VIP Travel Agencies - 01.December 2010

Describe the brief/objective of the direct campaign.
By renting a car on vacation, you can experience a whole lot more. That is the central premise of holiday autos, the market leader and largest leisure car hire broker in the world. The key target group for the campaign was travel agencies who receive up-to-date information on holiday autos’ current promotions. In this case, it was an offer for visitors to the USA.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
People who travel have a lot to report. And people who travel with holiday autos have even more to report. A normal size postcard is not enough to capture all the great things that happen on a holiday autos trip. That’s why holidaymakers need a giant postcard to thank their travel agency for finding such a great offer and to report on their many and diverse experiences on the road. Key message: Experience more with holiday autos.

Explain why the creative execution was relevant to the product or service.
The giant postcard was sent to travel agencies in Germany and Austria. Not only was the postcard huge but so was the response: sales of the America Special almost doubled compared to the previous year. What’s more, the new brand message “Experience more with holiday autos” was firmly established among the target group.

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.
In participating travel agencies, the benchmark numbers were increased by an average of 48% over the numbers from the previous year. The increase was up to 80% higher than expected.