Orange DM BREAK-IN by DraftFCB Vienna

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Industry Telecommunications Services
Media Direct marketing
Market Austria
Agency DraftFCB Vienna
Creative Director Agnes Schwarz
Art Director Florance Forbach
Copywriter Matthias Goeggel
Released January 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Product/Service: TELECOMS
Date of First Appearance: Jan 16 2011
CCO: Bernd Fliesser (Draftfcb Partners)
ECD: Patrik Partl (Draftfcb Partners)
Senior Consultant: Nadine Merlé (Draftfcb Partners)
Creative Director: Agnes Schwarz (Draftfcb Partners)
Art Director: Florance Forbach (Draftfcb Partners)
Copywriter: Matthias Goeggel (Draftfcb Partners)
Graphic Design: Ulrich Fuchs (Draftfcb Partners)
Media placement: Mulitimedia Message (MMS) + Flatmailing - Mobile Marketing + Flatmailing - 16th January 2011

Describe the brief/objective of the direct campaign.
The task was to promote a new GSM security cam system among existing Orange customers. As the security camera alerts its owner via text messsage, MMS or e-mail (including a picture or video from the cam), our strategy was to promote it using the very same channel: mobile marketing (in combination with a flat mailing).

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a campaign dramatising the GSM camera’s functionality. Orange customers received an alerting MMS: someone just broke into their mailbox. A second message then calmed the recipients with an offer for the Orange Security Services. To amplify the impact, the recipients of the MMS found a
letter from Orange in their post box – and indeed someone had broken into the envelope. It contained a more detailed offer for the Orange Security Services.

We chose this very emotional approach, involving the recipients personally and affecting them directly, in order to achieve a higher response rate, as almost everyone had security issues in his or her circle of acquaintances so far.

Explain why the creative execution was relevant to the product or service.
First off all, we had to work under a very tight budget allowance. So a mobile campaign seemed to fit perfectly – especially for a mobile communication company like Orange.

The strength of the creative execution lies in its mechanic: it does exactly, what the product promises – alerting you of a certain event via mobile phone.

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 campaign’s success – a response rate of 11% within two months – exceeded the projected expectations of 7% by far.