PALLETIZE THIS! by Wunderman Frankfurt for Kuka Roboter

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PALLETIZE THIS!

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Industry Industrial Equipment & Agricultural Machinery, Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Executive Creative Director Erik Backes
Creative Director Wolfgang Geis
Art Director Julia Dold
Producer Christian Bette
Released May 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: KUKA ROBOTER
Product/Service: PALLETIZING ROBOTS
Agency: WUNDERMAN GERMANY
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: WUNDERMAN GERMANY, Frankfurt , GERMANY
Entry URL: http://77.72.164.70/wm/einreichungen2010/kuka/palettierer/index.php?lc=en
Executive Creative Director: Erik Backes (Wunderman)
Creative Director: Wolfgang Geis (Wunderman)
Creative Supervisor Copy: Peter Oertl (Wunderman)
Art Director: Julia Dold (Wunderman)
Account: Stefan Erdmann (Wunderman)
Producer: Christian Bette (Wunderman)
Media placement: E-Mail - E-Mail - 01/05/2009
Media placement: Webside - Owned Media - 01/05/2009
Media placement: Banner - 24 Different Business Websides - 01/05/2009
Media placement: Reminder Tool - LIGNA - 18/05/2009
Media placement: Exhibition Booth - LIGNA - 18/05/2009
Describe the brief/objective of the direct campaign.
Task:Introducing the first generation of palletizing-robots built by German manufacturer KUKA to the worldwide market.Because industrial robots all look quite similar it’s important to point out that in this case it’s all about "palletizing".Goal: Qualified leads for one-2-one negotiations on at trade fairs.Target audience:Owners/executives of medium/large enterprises relevant to palletizing, such as food, furniture, pharmaceutical industries.Marketing strategy:Building up relevance for palletizing-robots within these industries in a first step, then leading to direct negotiations with KUKA i.e. at trade fairs.
Explain why the creative execution was relevant to the product or service.
The idea demonstrates what we’re talking about – but in an unusual, artificial way. Thereby, it combines the target groups interest (MY business) with the opportunities palletizing robots deliver to it.And shows creatively the philosophy of innovation behind the brand.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Show and let the audience get a feel of what kind of robots we’re talking about: Palletizing, so assorting, lifting, stacking.Therefore the whole communication is going to be palletized while the audience is watching. Key-visual, headlines – everything within the operating range of the robot is going to get sorted by different criteria, ie. colour.The key visual is a painting showing the branches palletizing-robots can be used in.It builds up relevance in terms of the business the recipient is in, but also leads to the “let’s talk” section on the website.
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 email was sent to 1,500 owners/executives of medium/large enterprises and generated 94 qualified leads, who committed themselves to one-2-one appointments with KUKA on the Ligna fair.