Iwc Schaffhausen DM 12 PARTS by Jung Von Matt/Next Hamburg

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Jung Von Matt/Next Hamburg
Creative Director Thimoteus Wagner, Fabian Frese
Art Director Soren Porst, Andreas Wagner, Jonas Keller Jung Von Matt Ag
Copywriter David Leinweber, Luca Rescheleit, Daniel Pieracci
Photographer Ulrich Hoppe
Released November 2009

Credits & Description

Category: Dimensional Mailing
Agency: JUNG von MATT
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Art Director: Andreas Wagner (Jung von Matt)
Copywriter: Luca Rescheleit (Jung von Matt)
Art Director: Jonas Keller (Jung von Matt)
Copywriter: Daniel Pieracci (Jung von Matt)
Art Director: Sören Porst (Jung von Matt)
Copywriter: David Leinweber (Jung von Matt)
Chief Creative Officer: Armin Jochum (Jung von Matt)
Chief Creative Officer: Deneke von Weltzien (Jung von Matt)
Creative Director: Thimoteus Wagner (Jung von Matt)
Creative Director: Fabian Frese (Jung von Matt)
Account Manager: Wolfgang Philipp (Jung von Matt)
Photographer: Ulrich Hoppe (Ulrich Hoppe)
Media placement: Calendar - Calendar distributed to selected clients - December 1st 2009

Describe the brief/objective of the direct campaign.
IWC's motto is 'Passion for Details.' We were asked to create communication that would live up to this motto, get customers more involved in the brand, and inspire those who already own a few IWC watches to add a few more to their collection.

Explain why the creative execution was relevant to the product or service.
Our lovingly handcrafted miniature calendar is the perfect expression of IWC’s motto “Passion for Details”. Together, the calendar, loupe, tweezers and premium box exude precision and quality, just like every watch IWC makes.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
There's no better way to connect with customers than a factory tour, so we created an invitation that would last all year. Top IWC clients received a watch box containing a tiny calendar, featuring 12 photographs of original IWC parts in their actual size. Next to the calendar were tweezers and a loupe - the same as those used by IWC watchmakers. This little glimpse into the world of IWC could be turned into a personalised tour of the factory in Schaffhausen with a simple RSVP.

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.
More than half of the customers who received the calendar signed up to take the tour. Many of them brought their family, ensuring that the passion felt for IWC by its current customers will live on into the next generation as well.