Meddle Media DM FINGER MOSHER by Saint Elmo's Campaign

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FINGER MOSHER

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Industry Magazines
Media Direct marketing
Market Germany
Agency Saint Elmo's Campaign
Creative Director Arwed Berendts
Art Director Sebastian Vogel, Viola Leppek
Junior Copywriter Christina Rauschan
Released December 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: MEDDLE MEDIA
Product/Service: CLASSIC ROCK MAGAZINE
Agency: SAINT ELMO'S CAMPAIGN
Date of First Appearance: Dec 17 2010
Entrant Company: SAINT ELMO'S CAMPAIGN, Munich, GERMANY
Creative Director: Arwed Berendts (Saint Elmo's)
Creative Director Art: Sebastian Vogel (Saint Elmo's)
Creative Director Text: Marcel Koop (Saint Elmo's)
Art Director: Viola Leppek (Saint Elmo's)
Junior Art Director: Florian Tscharf (Saint Elmo's)
Junior Copywriter: Christina Rauschan (Saint Elmo's)
Media placement: B2B-Mailing - Mailing - 17 December 2010
Describe the brief/objective of the direct campaign.
In Great Britain, Classic Rock Magazine is one of the most respected and successful music magazines. Since April 2010, a German edition is released every second month. In order to promote the release of the German edition, and to increase the magazine's publicity among media decision-makers and to attract advertising clients, interactive B2B-mailings were produced.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A mailing that generates attention in a playful manner and leaves a good impression. A folding card is printed in a way that shows a stage and a crowd of fans. Through a hole in the card, a finger puppet can become a part of the crowd. Using the integrated music player, recipients can listen to a song and head-bang with their finger puppet. For a personal rock experience, it is also possible to record a different song on the card itself.
Explain why the creative execution was relevant to the product or service.
The target group received a mailing that did not convey dry media information, but showed the fun aspect of the rock-and-roll-lifestyle in a playful way. Moshing – a central aspect of every rock concert – is brought to the desks of media decision-makers. The mailing turns into a stage and the individually designed finger puppets to real head bangers. Thus, the target group can experience the brand’s essence – the pleasure of rock music and everything that comes with it – in an interactive way. The mailing does not go into the trash bin, but fosters the magazine’s image.
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 mailing left a deep impression and caused a stir. 80% of the recipients have reported back and been classified as potential advertising clients.