SECRETS OF COFFEE MAILING by J. Walter Thompson Frankfurt for Kraft

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SECRETS OF COFFEE MAILING

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Industry Coffee, Tea, Breakfast Drinks
Media Direct marketing
Market Germany
Agency J. Walter Thompson Frankfurt
Creative Director Petra Sievers
Art Director Jens Klaar
Copywriter Tina Krahne
Producer Marco Dross
Released October 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: KRAFT FOODS
Product/Service: COFFEE
Agency: JWT GERMANY
Date of First Appearance: Oct 1 2010
Entrant Company: JWT GERMANY, Hamburg, GERMANY
Chief Creative Officer: Till Hohmann (JWT)
Creative Director: Petra Sievers (JWT)
Copywriter / Concept: Oliver Ramm (JWT)
Art Director / Concept: Alexander Rötterink (JWT)
Copywriter: Tina Krahne (JWT)
Art Director: Jens Klaar (JWT)
Graphic Design: Cathrin Hoffmann (JWT)
Desktop Publishing Operator: Claudia Klein (Transmission Advertising Services)
Global Account Director: Kara B. Henry (JWT)
Global Coordinator: Samantha Yeowell (JWT)
Producer: Marco Dross (Hammesfahr Vertriebs)
Vice President Marketing / Strategy / Innovation Coffee EU: Stephanie Wilkes (Kraft Foods Europe GmbH)
Media placement: Direct Mailing - 100 Mailings Distributed To Stakeholders Of The Coffee Category - 1 October 2010

Describe the brief/objective of the direct campaign.
The Kraft Foods Europe Coffee Category Management needed a VIP mailing for 100 key internal and external stakeholders. This is a target audience of experts with vast knowledge of the category. It includes marketing and sales managers as well as key account managers and of course key trade contacts. These stakeholders are highly relevant for overall sales and the performance of multiple Kraft Foods coffee brands. The goal of this mailing was to involve this audience, create an experience, and display category leadership in a memorable way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to prompt interaction we sent and handed out seemingly blank calendars. A little brochure explains: Peel back foil on each page, spread coffee powder on it. The powder sticks to the glue-print. Visuals and copy appear - coffee-secrets: strange facts, usages and effects. And at the same time it is a unique calendar - good to hang in the office for a year.

Explain why the creative execution was relevant to the product or service.
Using coffee to reveal content that is all about coffee is a surprising, interactive and even sensual experience. Although the audience will have seen a lot of “coffee communication” this is fresh and different. This concept starts with a intriguing blank mailer, takes the recipient through a surprising discovery and ends with a beautiful calendar. It is therefore the perfect solution to engage a highly critical audience and display category leadership in a fun and new way. The do-it-yourself character, the special production method and the surprising content all add up to create a unique experience.

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.
This VIP mailing achieved 100% desired audience reach and garnered 100% participation - all recipients engaged with the calendar to reveal the content. It takes around 25 minutes to complete the calendar - and that’s time spent with the brand! As a result the category management received 100% positive feedback. Kraft Foods is seen as modern, creative and interesting. It is in the nature of this kind of activity that there are no imminent results. It is all about increasing loyalty and deepening relationships. About creating a memorable experience. The added value of the finished mailing serving as a calendar in the office of the key audience makes this activity all the more relevant.