MORE THAN RED GRAPE JUICE by Bircher for LEDER INVESTMENT CONSULTING

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MORE THAN RED GRAPE JUICE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Switzerland
Agency Bircher
Copywriter Alexander Rabl, Christian Bircher
Released May 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: LEDER INVESTMENT CONSULTING
Product/Service: INVESTMENT CONSULTING
Agency: bircher
Date of First Appearance: May 14 2009 12:00AM
Entrant Company: bircher, rabl, Zurich, SWITZERLAND
Creative Director: Christian Bircher (Bircher, Rabl)
Creative Director: Alexander Rabl (Bircher, Rabl)
Art Director: Christian Bircher (Bircher, Rabl)
Copywriter: Alexander Rabl (Bircher, Rabl)
Copywriter: Christian Bircher (Bircher, Rabl)
Media placement: Mailing - Mailing - 15.05.2009

Describe the brief/objective of the direct campaign.
How does an independent financial adviser acquire new clients – especially after two years of crisis during which the general public have become deeply mistrustful of the finance sector (for several reasons, including negative reporting and, in some cases, personal experiences with the big banks)? Leder Investment Consulting is one of the few financial consulting firms to have reported positive results throughout 2008 and 2009. The goal is to attract new clients on the basis of that achievement.

Explain why the creative execution was relevant to the product or service.
While referring with the grape juice package to the pure results that any big bank got through 2008/2009, the bottle of fine Bordeaux inside this package stands for the good and constant results that Leder Investment Consulting was able to generate out of any investment of their clients during the same troubled time. With this execution, potential new clients of Leder Investment Consulting are always surprised at what they can expect, even in tough times.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We know that 2008 and 2009 were years of deep disillusionment. That’s why we will send out packages to potential clients. Each package appears to contain cheap grape juice, but when it is opened, the recipient discovers it holds a bottle of the finest Bordeaux instead. After all, clients of Leder Investment Consulting are always surprised at what they can expect, even in tough times.

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.
Excellent response 80%. enquires, client meetings arranged, contracts agreed, good performance maintained.