LEIBNIZ ORIGINALS by Kolle Rebbe Hamburg for Bahlsen & Co

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LEIBNIZ ORIGINALS

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Kolle Rebbe Hamburg
Copywriter Fabian Bill
Account Supervisor Katharina Voss
Released July 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: BAHLSEN & CO.
Product/Service: LEIBNIZ COOKIES
Agency: KOLLE REBBE
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: KOLLE REBBE, Hamburg, GERMANY
Executive Creative Direction: Stefan Kolle (Kolle Rebbe)
Creative Direction: Sven Klohk (Kolle Rebbe)
Creative Direction: Lorenz Ritter (Kolle Rebbe)
Art Director/Illustrator: Tobias Fritschen (Kolle Rebbe)
Copywriter: Fabian Bill (Kolle Rebbe)
Account Supervisor: Katharina Voss (Kolle Rebbe)
Production: Martin Luehe (Kolle Rebbe)
Producer: (Paperlux)
Media placement: Mailing - Mailings Distributed To Private Households Of Bahlsen Staff - Summer 2009

Describe the brief/objective of the direct campaign.
Customer Requirements: A mailing to thank deserving employees, supporters and associates, which strengthens the personal relationship with the brand, and to generate a buzz topic for the company’s internal communication. Strategy: Create a direct bond and response with a personal approach. The strategic idea: the product itself should bear the message, as it is the medium that brings together the target group and the brand. One original (the Leibniz biscuit) to thank another original (employee, supporter, associate).

Explain why the creative execution was relevant to the product or service.
Leibniz is unique and original. The first shortbread biscuit on the German market in 1891. Using laser technology, each biscuit was turned into an original, just like the brand. With this mailing, Leibniz managed to position itself yet again as a leader. And the personalized biscuit was a personal award for all those who deserved it.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Leibniz gave friends, supporters and employees the world’s first Leibniz biscuit portrait. The receivers were each given their own laser-cut Leibniz biscuit – made individually for them. In line with the campaign motto – The Original for an Original – laser technology was used to cut a portrait of the recipient and personal congratulations into each biscuit. Recipients could all order a whole packet of their individualized biscuits. The response rate was over 90%, exceeding Leibniz’s expectations.

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.
More than 90% of all recipients ordered a packet of their portrait biscuits. On top of that, Leibniz was inundated with countless positive responses by e-mail, over the telephone and by fax. Inside the company, employees widely discussed the mailing, with some even taking the initiative and handing in their own ideas on how to tap in to the commercial potential of this laser technology.