LAP OF HONOUR VIA GOSSAU by Agentur Am Flughafen Zurich for PITSCH SPORT

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LAP OF HONOUR VIA GOSSAU

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Industry Retail, Distribution & Rental companies
Media Direct marketing
Market Switzerland
Agency Agentur Am Flughafen Zurich
Creative Director René Eugstair
Art Director Dominique Rutishauser
Copywriter Patrick Lindner
Released September 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: PITSCH SPORT
Product/Service: SPORTS SHOP
Agency: AGENTUR AM FLUGHAFEN
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: AGENTUR AM FLUGHAFEN, Altenrhein, SWITZERLAND
Creative Director: René Eugstair (Agentur am Flughafen)
Art Director: Dominique Rutishauser (Agentur am Flughafen)
Copywriter: Patrick Lindner (Agentur am Flughafen)
Media placement: Cards - – - September

Describe the brief/objective of the direct campaign.
Pitschsport specialises in running. The new enterprise is struggling with a lack of prominence and a tight budget. New customers are in great demand to make the cash tills ring. Unfortunately – despite running shoe analysis, specialist lectures and organised running club meetings – it is not that easy to get the target group of runners to visit the shop.

Explain why the creative execution was relevant to the product or service.
The starting field of the annual Greifensee Race includes a good proportion of Eastern Swiss runners. The starting list is available to the runners around two weeks prior to the race. Pitsch took part. Addresses within a radius of 15 km around the shop were selected and postcards were written by hand to congratulate the runners the following day on finishing the race. Using Google Maps, the distance that each runner would have to cover in order to run from their home to Pitschsport, was calculated.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
After verifying that they had genuinely finished the race, 600 Eastern Swiss runners were contacted. 56 turned up in the shop. The first 10 runners to turn up in the shop with the postcard were promised a new pair of running shoes.

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 10 free pairs of running shoes were out of stock within two hours.