Oekopool DM RECYCLING CALENDARS OF 1984 FOR 2012 by Ruf Lanz

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RECYCLING CALENDARS OF 1984 FOR 2012

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Industry Business equipment & services
Media Direct marketing
Market Switzerland
Agency Ruf Lanz
Creative Director Markus Ruf, Danielle Lanz
Art Director Marcel Schlaefle
Copywriter Andreas Hornung
Account Supervisor Doelkar Monkhar, Kritina Burch
Released December 2011

Credits & Description

Category: Flat Mailing
Advertiser: OEKOPOOL, THE GREEN AD POOL
Product/Service: AD POOL
Agency: RUF LANZ
Copywriter: Markus Ruf (Ruf Lanz/Zurich)
Creative Director: Markus Ruf (Ruf Lanz/Zurich)
Creative Director: Danielle Lanz (Ruf Lanz/Zurich)
Art Director: Marcel Schlaefle (Ruf Lanz/Zurich)
Account Supervisor: Kritina Burch (Ruf Lanz/Zurich)
Advertiser's Supervisor: Kilian Gasser
Copywriter: Andreas Hornung (Ruf Lanz/Zurich)
Account Supervisor: Doelkar Monkhar (Ruf Lanz/Zurich)
Advertiser's Supervisor: Claudia Gillardon
Media placement: Direct Mailng - To Media Agencies And Potential Advertisers - 7 December 2011

Describe the brief/objective of the direct campaign.
The objective of the promotion was to win new advertisers by introducing 'Oekopool' and its principles.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A direct mailing with original calendars of 1984 was sent to potential new advertisers and media agencies. The idea of recycling calendars demonstrated the ecological awareness of 'Oekopool'. After the idea was developed, the hunt for calendars begun. A lot of original copies were found on ebay and similar websites and in second hand bookshops. 250 original calendars were gathered. Among them were rare collectibles like the 1984 Playboy and the 1984 Pirelli calendar.

Explain why the creative execution was relevant to the product or service.
'Oekopool' is the advertising pool for 4 ecological magazines. It reaches an environmentally conscious target group. That’s why the creative execution was supposed to be ecological as well. Recycling original calendars of 1984 proved to be the perfect way of expressing the benefit and USP of 'Oekopool'.

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 target audience responded very well. In the 3 months after the distribution, 'Oekopool’s' advertisement volume rose by + 32% compared to the previous year. Several major clients placed an ad with 'Oekopool' for the first time. From a total of 250 recipients, 179 reacted with a further inquiry, positive feedback or even a booking. And the calendars still work as a constant reminder of 'Oekopool' in numerous offices.