THE LONG SHORT LETTER by McCann Oslo for Klart Svar

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THE LONG SHORT LETTER

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Industry Telecommunications Services, Business equipment & services
Media Direct marketing
Market Norway
Agency McCann Oslo
Art Director Charlotte Havstad
Copywriter Einar Fötschl
Released February 2011

Credits & Description

Category: Flat Mailing
Advertiser: KLART SVAR
Product/Service: WIRELESS BUSINESS
Agency: McCANN NORWAY
Date of First Appearance: Feb 7 2011
Entrant Company: McCANN NORWAY, Oslo, NORWAY
Copywriter: Einar Fötschl (McCann)
Art Director: Charlotte Havstad (McCann)
Account Director: Ina Svarød (McCann)
Account Manager: Elisabeth Lassen (McCann)
Art Director Assistant: Anne Hildremyr (McCann)
Marketing Manager: Svein Lunde (Klart Svar)
Media placement: Direct Mail - Mail - 7 February 2011

Describe the brief/objective of the direct campaign.
Klart Svar is providing businesses with mobile communication solutions.
This is a door opener in order to help the sales force to reach their goals.
Target audience: Medium sized businesses, with landline, or a combination of mobile and landline phones.

Research names "fear and scepticism of mobile technology" as the main problem within the target audience. The communication strategy is therefore built around its name "Klart Svar", which translates "straight answer" in English.

The objective of the campaign was to generate contracted business value of at least 1 million Euros, through sales of the product "Trådløs Bedrift" (Trans: Wireless Office).

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The target audience received a long letter, listing the pros of Wireless Office and its beneficial effects on your working day. All true and relevant, but not very readable as there was allot of information.

Therefore the mailing also contained a folder. By putting the letter into the folder (explained), the text was simplified, through cut out openings in the folder, revealing the essence of the text/solution. This way stating that Klart Svar will help you understand, and even tell you if it's not economically favourable to your business; Klart Svar = Straight Answer.

Explain why the creative execution was relevant to the product or service.
In this case both strength and originality relates to the mailings approach: While all (yes, all) Klart Svar's competitors sell their solutions on hard values (characteristics, quality, success, economics), Klart Svar aims to first help the customers understand what it is and does.

So through literally, and quite visually, just a few words, this mailing shows the customer what separates Klart Svar from the competitors. And this makes it very much appropriate to the brand.

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 sales forces had already been selling this product for a couple of years. We needed a campaign putting the smiles back on their faces. Answer: A Door opener.

The door opener put us in contact with 1800 companies which gave 191 unique meetings, and 790 telephone meetings. Total response rate 13 %.

Contracted business value of NOK 1,5 million Euro on top of approximately 1 million Euro in hot leads. The total campaign investment was only 7500 Euro. The campaign material worked out exactly as planned: Smile and laughter helped the sales force to walk that extra mile.