Kalahari.net DM THE TEXTBOOK BEER BURGER SHOE by J. Walter Thompson Cape Town

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THE TEXTBOOK BEER BURGER SHOE

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Industry Online Retail & E-stores
Media Direct marketing
Market South Africa
Agency J. Walter Thompson Cape Town
Creative Director Conn Bertish
Art Director Annelie Nothnagel, Mpumelelo Ngewu
Released January 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: KALAHARI.NET
Product/Service: ONLINE SHOPPING
Agency: JWT CAPE TOWN
Date of First Appearance: Jan 17 2011
Entrant Company: JWT CAPE TOWN, SOUTH AFRICA
Creative Director: Conn Bertish (JWT)
Art Director: Annelie Nothnagel (JWT)
Art Director: Mpumelelo Ngewu (JWT)
Media placement: Direct Marketing - Outdoor - 17 January 2011

Describe the brief/objective of the direct campaign.
Being a student at university can be tough on the pocket. Few realize just how easy it is to sell your old textbooks through Kalahari.net to get that extra cash.

We sent a 3-dimensional mail to student representatives, informing them in a memorable, humorous and tangible manner that Kalahari.net understands while studying is important, there are other things that occupy a student’s mind.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Various university textbooks were meticulously sculpted and crafted into 3-dimensional beer glasses, burgers and shoes and shipped off to student representatives at all the major universities around South Africa.

A message was included informing the student representatives that Kalahari.net is a great place to buy textbooks and the perfect place for students to sell their old textbooks for much needed extra cash.

Explain why the creative execution was relevant to the product or service.
In keeping with Kalahari.net’s cheeky, fun and slightly irreverent brand character, our carved up textbooks connected with students on a level that was relevant to them and showed that we understood their needs.

By changing the shape of the textbook into a student’s biggest joys, the communication immediately points out the benefit of selling an old textbook on Kalahari.net.

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 Beer Burger Shoe mailers helped Kalahari.net reach record targets for 1st and 2nd semester sales. Not to mention helping students to afford the essential things in life.