KNITTING MADE EASY by McCann Bangkok for THE KNITTING HOUSE STUDIO

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KNITTING MADE EASY

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Thailand
Agency McCann Bangkok
Copywriter Surakai Ngenmaneerongroj Ltd., Thanasorn Janekarnkit Ltd.
Released July 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: THE KNITTING HOUSE STUDIO
Product/Service: KNITTING EDUCATION SHOP
Agency: McCANN WORLDGROUP THAILAND
Date of First Appearance: Jul 21 2009 12:00AM
Entrant Company: McCANN WORLDGROUP THAILAND, Bangkok, THAILAND
Chief Creative Officer: Martin Lee (Mccann Worldgroup (Thailand) Ltd.)
Creative Director/Art Director: Supachai Toemtechatpong (Mccann Worldgroup (Thailand) Ltd.)
Copywriter: Surakai Ngenmaneerongroj (Mccann Worldgroup (Thailand) Ltd.)
Copywriter: Thanasorn Janekarnkit (Mccann Worldgroup (Thailand) Ltd.)
Media placement: Dimensional Mail - By Hand - 21 July 2009

Describe the brief/objective of the direct campaign.
The Knitting House, a wool and knitting education shop, wanted to create a distinctive mailing to send to prospective clients to encourage them to learn to knit.

Explain why the creative execution was relevant to the product or service.
Small pouches were knitted and the cards placed in the pouch and sealed. In the first lesson, the clients were shown how to re-knit the pouch for the card.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The challenge was to dramatise the ease of learning knitting in a simple and effective way: and to get people to sign up.

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.
Clients could see immediately what the promise of the Knitting Shop was - learn how to knit useful objects quickly. From a small mailing of 500 pieces we got 123 replies of which 102 signed up for the introductory course. A great response from a simple business card.