inlingua DM LUNCH LESSONS by Kolle Rebbe Hamburg

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LUNCH LESSONS

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Industry Language schools
Media Direct marketing
Market Germany
Agency Kolle Rebbe Hamburg
Copywriter Thomas Voelker
Account Supervisor Stefanie Karrer
Released April 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: INLINGUA
Product/Service: LANGUAGE SCHOOL
Agency: KOLLE REBBE
Date of First Appearance: Apr 7 2011
Entrant Company: KOLLE REBBE, Hamburg, GERMANY
Entry URL: http://www.lunch-lessons.de/
Executive Creative Direction: Stefan Kolle (Kolle Rebbe)
Creative Direction: Justin Landon (Kolle Rebbe)
Art Direction / Design / Illustration: Johannes Widmer (Kolle Rebbe)
Concept/Idea: Felix Schulz (Kolle Rebbe)
Copywriter: Thomas Voelker (Kolle Rebbe)
Programmer: Benjamin Munzel (Kolle Rebbe)
Account Supervisor: Stefanie Karrer (Kolle Rebbe)
Account Manager: Carlo von Lintel (Kolle Rebbe)
Media placement: Microsite - Internet - April 2011

Describe the brief/objective of the direct campaign.
After work or on weekends many people lack the time to learn a language. This is especially true for working adults, a target group that is difficult to reach. Which is why Inlingua now wanted to offer them an easy way to take a language course.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution for people with little time on their hands, but still interested in taking a course: Inlingua now offers Lunch Lessons, foreign language courses during lunch breaks. Course attendees learn in the matching settings, i.e. French in a French restaurant, Italian at an Italian locale, or Chinese in a Chinese noodle shop. Booking is easy and simple on a website that lets business people, especially, reserve the course that suits them best.

Explain why the creative execution was relevant to the product or service.
The Inlingua Lunch Lessons microsite helps customers put their lunch break to ideal use. They can choose the day of the week and the restaurant for their language course. The language school now comes to language students, and Inlingua is now positioned as a modern course provider that can adapt to the needs of today's work life.

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 the launch market in Hamburg, within the first weeks Inlingua had already welcomed dozens of new students to the Inlingua Lunch Lessons.