MIND THE COATING by Goss for MJUK BILTVÄTT

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MIND THE COATING

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Sweden
Agency Goss
Art Director Gunnar Skarland, Mimmi Andersson, Jan Eneroth, Mattias Frendberg
Copywriter Ulrika Good, Elisabeth Berlander, Micke Schultz
Released October 2009

Credits & Description

Category: Flat Mailing
Advertiser: MJUK BILTVÄTT
Product/Service: CARWASH
Agency: GOSS
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: GOSS, Gothenburg, SWEDEN
Graphic designer: Louise Christiansson (GOSS)
Art Director: Mimmi Andersson (GOSS)
Art Director: Gunnar Skarland (GOSS)
Art Director: Jan Eneroth (GOSS)
Art Director: Mattias Frendberg (GOSS)
Copywriter: Ulrika Good (GOSS)
Copywriter: Micke Schultz (GOSS)
Planner: Johan Good (GOSS)
Account Director: Fredrik Toreskog (GOSS)
Account Manager: Monica N Persson (GOSS)
Account Manager: Lena Kling (GOSS)
Account Director: Stig Lundstedt (GOSS)
Final art: Lena Björklund-Henriksson (GOSS)
Digital Director: Robert German (GOSS)
Copywriter: Elisabeth Berlander (GOSS)
Media placement: Direct - Postal - 1/10/2010

Describe the brief/objective of the direct campaign.
The campaign aimed to get as many people as possible to try out Mjuk Biltvätt (Soft Carwash). The reasoning was that most people who experience that the service doesn’t cost more than a traditional car wash tunnel, but keeps the coating looking better for longer, tend to become loyal customers.

Explain why the creative execution was relevant to the product or service.
Letting the recipient learn about Mjuk Biltvätts (Soft Carwash) gentle approach by means of a scratch card lottery ticket, made it next to impossible to miss the largest advantage of this car wash method. To make sure it really stung, we'd matched the color of the scratch card to their new car.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was based on being physically painful to receive for anyone who is mindful of his or her car coating. We intended to demonstrate just how abrasive a traditional car wash can be, when gravel and dirt is not risned off before the brushes go to work. In doing so, we made it easier for the intended customer to drive a few extra kilometres to try out Mjuk Biltvätt (Soft Carwash).

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.
You’re never more acutely aware of the state of your car coating, than when the car is brand new. That’s why our offer was sent only to those who had recently purchased a new car. Despite the fact that Mjuk Biltvätt only have three stations spread out over the Gothenburg region, 27% of our recipients took advantage of the introductory offer rather than go to their regular, more conveniently located car washes.