Otto / Reiseland DM OTTO WASH & FLY by Kolle Rebbe Hamburg

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Industry Apparel, Clothing & Footwear, Clothing
Media Direct marketing
Market Germany
Agency Kolle Rebbe Hamburg
Copywriter Frederik Oesterlin, Arne Sehm
Photographer Reinhard Hunger
Account Supervisor Jacqueline Koch
Released January 2012

Credits & Description

Category: Dimensional Mailing
Advertiser: OTTO / REISELAND
Creative Direction: Sven Klohk (Kolle Rebbe)
Creative Direction: Jens Theil (Kolle Rebbe)
Art Direction: Sebastian Naujoks (Kolle Rebbe)
Art Direction: Kay-Owe Tiedemann (Kolle Rebbe)
Copywriter: Frederik Oesterlin (Kolle Rebbe)
Copywriter: Arne Sehm (Kolle Rebbe)
Account Manager: Markus Druehe (Kolle Rebbe)
Account Supervisor: Jacqueline Koch (Kolle Rebbe)
Artbuying: Katrin Gruen (Kolle Rebbe)
Productioner: Martin Luehe (Kolle Rebbe)
Final Art Work: Britta Meyer (Kolle Rebbe)
Final Art Work: Anne Schmuecker (Kolle Rebbe)
Photographer: Reinhard Hunger
Media placement: Mailing - Placed in Otto Pullovers - 13.01.2012

Describe the brief/objective of the direct campaign.
OTTO is one of the world’s largest mail-order fashion companies.
But what many do not know: OTTO also offers travel packages.
The objective was to make existing customers aware of OTTO’s travel offers – with as little media expenditure as possible.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
OTTO is not only a retailer, it also produces its own fashion which is sent to thousands of customers every day. We turned this clothing into owned media, with the world’s first washable travel catalogue. This catalogue featured the style of a care tag – it was sewn onto the clothing from OTTO and contained special travel offers which were in line with the usual washing temperature.
Furthermore, the catalogue featured a code which became visible after washing at 30°C – a temperature that matches warm destinations. With this code, customers could visit to win a journey from the catalogue.

Explain why the creative execution was relevant to the product or service.
Although OTTO offers a wide range of products, most customers still view OTTO as a fashion company. With the world’s first washable travel catalogue, we used a popular unit (clothing) to strengthen a weaker one (travel) – thus changing customers’ perception of what OTTO really is: an all-round provider. In this way, customers’ relationship with the OTTO umbrella brand was deepened.

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.
Throughout the promotion, the OTTO website recorded increased traffic. And the most important thing: customers are thinking differently about OTTO – it’s not only fashion, but also travel.