CARTE NOIRE READERS by Arc London for Kraft

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CARTE NOIRE READERS

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Industry Coffee, Tea, Breakfast Drinks
Media Direct marketing
Market United Kingdom
Agency Arc London
Creative Director Garry Munns
Art Director Lindi Radomsky
Copywriter Karen Reed
Released March 2010

Awards

Caples Awards 2010
Direct Mail & Print Direct mail, flat (10,001 to 100,000 pieces) Bronze

Credits & Description

Category: Flat Mailing
Advertiser: KRAFT
Product/Service: COFFEE
Agency: ARC UK
Date of First Appearance: Mar 15 2010
Entrant Company: ARC UK, London, UNITED KINGDOM
Board Account Director: Louise Dawson (Arc UK)
Account Director: Adele Greenwood (Arc UK)
Creative Director: Garry Munns (Arc UK)
Art Director: Lindi Radomsky (Arc UK)
Copywriter: Karen Reed (Arc UK)
Media placement: Direct Mail Piece - 28609 Units Mailed - Postal - 15th March 2010

Describe the brief/objective of the direct campaign.
Predominantly female, aged over 30. Busy, most working, with children, they treasure moments that they have to themselves each day. Many build coffee into these moments - our strategy is to make sure that the coffee of choice is Carte Noire.

Carte Noire Readers campaign taps straight into these everyday moments. At the same time the woman sits back and sips her coffee she can listen to extracts of well known novels being read by famous actors online.

They were invited through DM into their own coffee moment via a personal reading by Joseph Fiennes (online) and (MONP) coupon.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The DM had to be beautifully presented to appeal to our literature loving women. They received a book-cover-envelope, with what looked like a page torn from a book inside. The story on the page was personalised and invited her to a book reading by Joseph Fiennes, the new Carte Noire Reader online.

The DM had 2 specific objectives:
To generate trial via MONP coupon
To raise awareness of and re-engage people with the Readers programme, whilst reassuring on quality and taste.

Expected redemptions for coupon, based on targeting a relatively cold database, estimated at 5%

Explain why the creative execution was relevant to the product or service.

We had to re-engage lovers of literature with The Carte Noire Readers campaign. The appeal of Joseph Fiennes reading to our audience of middle aged women was not in doubt. But given the low spend we knew that only a relevant and beautifully crafted DM piece would secure a sufficient response from our discerning audience.

We created a book-cover-envelope that contained what looked like a torn page of a book with a personalised message. The quality mailing and finely crafted copy not only built the brands quality credentials but ensured strong engagement from coupon redemption and visits to website.

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.
MONPCoupon
Low value MONP coupon, set at 20% off RRP. We set a target response rate of 5% coupon redemption. This was exceeded by nearly 160%, with 7.9% of coupons being redeemed.
The database was essentially cold, with the majority not having been contacted for 6+ months.

Website Visits
The other measure of success was the number of respondents visiting the website, on the day that the DM landed we achieved 2,000 attributable site visits (7% of the database).