SKIDMARK MAILING by Jung Von Matt/Alster Hamburg for Mercedes-AMG

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SKIDMARK MAILING

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Industry Cars
Media Direct marketing
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Philipp Barth, Holger Oehrlich
Art Director Ralph Burkhardt, Mark Raeke
Copywriter Philip Wienberg
Account Supervisor Darek Stoehr
Released October 2009

Credits & Description

Category: Flat Mailing
Advertiser: MERCEDES AMG
Product/Service: AMG DRIVING ACADEMY
Agency: JUNG von MATT
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Creative Director: Philipp Barth (Jung von Matt)
Creative Director: Holger Oehrlich (Jung von Matt)
Art Director: Mark Raeke (Jung von Matt)
Art Director: Ralph Burkhardt (Jung von Matt)
Copywriter: Philip Wienberg (Jung von Matt)
Account Supervisor: Darek Stoehr (Jung von Matt)
Media placement: Direct Mailing - 4000 Mailings Distributed To AMG Customers - 01/10/2009

Describe the brief/objective of the direct campaign.
Create a mailing to promote the Winter Sporting driving training to 4000 AMG customers. At the AMG Driving Academy Winter Sporting, drivers can prove and improve their driving abilities on snow and ice. They drive AMG sport cars on snowy roads and icy lakes in the north of Sweden.

Explain why the creative execution was relevant to the product or service.
AMG customers receive a lot of mail. So we had to get them at first sight of the mailing. By using the envelope and its stamp as the communicator, we got their attention immediately. The AMG brand is well-known for outstanding, amazing solutions - and that’s the way the mailing worked.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since recently you can print your own stamp motifs in Germany. On our stamp we show an AMG sports car from above covered in snow. The wavy postmark is positioned right behind the car on the envelope, so it looks like its skid marks in the snow. Inside the mailing: the AMG Driving Academy catalogue with a registration form.

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.
All six events in January and February with 24 places each were sold out within two weeks in direct response to our mailing. They were priced at 3,540 Euros each, totalling at 509,760 Euros. The brand once again proved to its customers how extraordinary and surprising it is.