UNDELIVERABLE LETTER by Demner, Merlicek & Bergmann for Media 1

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UNDELIVERABLE LETTER

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Industry Business equipment & services, Advertising & Communication
Media Direct marketing
Market Austria
Agency Demner, Merlicek & Bergmann
Copywriter Alexander Hofmann
Released December 2009

Credits & Description

Category: Flat Mailing
Advertiser: MEDIA 1
Product/Service: MEDIA AGENCY
Agency: DEMNER MERLICEK & BERGMANN
Date of First Appearance: Dec 17 2009 12:00AM
Entrant Company: DEMNER MERLICEK & BERGMANN, Vienna, AUSTRIA
Creative Director, Art Director: Francesco Bestagno (Demner, Merlicek & Bergmann)
Copywriter: Alexander Hofmann (Demner, Merlicek & Bergmann)
Graphics: Claudia Strauss (Demner, Merlicek & Bergmann)
Account Manager: Siegfried Kaufmann (Demner, Merlicek & Bergmann)
Media placement: Letter - Letters Sent Via Post - 17th Dec. 2009

Describe the brief/objective of the direct campaign.
We targeted new clients that never used Austria’s most creative media agency, Media 1. If one wants to win a media account you need to impress the marketing manager or CEO. At best not by talking about ones unique abilities, but by letting the target group experience the effect of these abilities on themselves. We wanted to demonstrate them that via a creative use of media we can reach difficult to reach target groups efficiently. Those CEOs themselves are difficult to reach. If we could reach them efficiently, we can reach anyone.

Explain why the creative execution was relevant to the product or service.
A creative media agency reaches a difficult to reach audience by using a standard medium (i.e. mailing) creatively. By simply putting the actual addressee where usually the sender is found we created a cheap and highly effective mailing that could reach even CEOs of big branded companies... proofing the brand promise of Media 1 with the mailing itself: that we can reach anyone effectively by using media creatively.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea for this mailing is based on the insight that CEOs assistants screen their bosses mail and throw out advertising. Except maybe...an undeliverable and therefore returned letter if apparently sent by the CEO him/herself. That would remain unopened. So we sent letters to fake addressees fitting the company’s target group. E.g. “H.E. AVYUSR” for a soft drink manufacturer. As these letters were obviously returned undeliverable to the alleged sender...the name on the back of the envelope. Where we put the CEOs name. The enclosed letter explained how Media1 can reach anyone. CEOs and new soft drink buyers.

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.
50 letters were sent, we received 38 positive answers and 7 invitations to major upcoming media pitches. Costs per response: 50 letters, costing 55 cents postal charges, and 20 cents material cost per letter total at 37,50. Which results in 98 cents per response and 5,35 Euros per pitch invitation.