PITSCH SPORT DM BREAK A LEG by Agentur Am Flughafen Zurich

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BREAK A LEG

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Industry Retail, Distribution & Rental companies, Apparel & Accessories Stores
Media Direct marketing
Market Switzerland
Agency Agentur Am Flughafen Zurich
Creative Director René Eugstair
Art Director Dominique Rutishauser
Released October 2010

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Advertiser: PITSCH SPORT
Product/Service: SPORT SHOP
Agency: AGENTUR AM FLUGHAFEN
Date of First Appearance: Oct 1 2010
Entrant Company: AGENTUR AM FLUGHAFEN, Altenrhein, SWITZERLAND
Creative Director: René Eugstair (Agentur am Flughafen)
Art Director: Dominique Rutishauser (Agentur am Flughafen)
Consultant: Miriam Egli (Agentur am Flughafen)
Production: Krizia Frei (Agentur am Flughafen)
Media placement: Dispenser - numerous Companies - 1 October 2010

Describe the brief/objective of the direct campaign.
Wholesalers and chains are pushing more and more into the sports equipment market. Small, local sports shops such as Pitsch Sport in Gossau are noticeably pushed against the wall, due to their limited product range as well as small margins and prospects. Having said that, winter comes year after year and Pitsch has to ensure that there are plenty of customers in the shop as early on as possible. Pitsch has tried to raise the awareness of the chief executives of companies in the surrounding area with regard to the high employee absence quota as a result of skiing accidents every winter.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Now Pitsch is calling for the ski bindings to be subjected to a service check before skiing downhill for the first time in order to minimise the risk of an accident. For this purpose, individual displays have been plastered in the shape of a foot for the notice-board. The response card not only promises a discount on the ski binding check, it also shows that this campaign is supported by the employer.

Explain why the creative execution was relevant to the product or service.
Broken legs are likely to be the most common skiing accidents in this country. It is exactly this fact that was dramatised using the plaster cast display that was set up in numerous companies. The vouchers were designed using contributions from different employers. Both the vouchers and the plaster cast were produced manually and individually for each company – as is the case with a real plaster cast.

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.
Thanks to this campaign, Pitsch Sport was able to substantially boost its winter trade. The objective was to considerably increase the customer frequency in the shop, which was achieved. Furthermore, as a result of this campaign, Pitsch was able to sell over 100 large ski service packages.