TEASER FOR GOODS OWNERS by SCP Grey Goteborg for Port Of Gothenburg

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TEASER FOR GOODS OWNERS

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Sweden
Agency SCP Grey Goteborg
Art Director Gunnar Hultberg
Copywriter Staffan Dempe
Released March 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: PORT OF GOTHENBURG
Product/Service: PORT/LOGISTICS HUB
Agency: SCP GÖTEBORG
Date of First Appearance: Mar 16 2009 12:00AM
Entrant Company: SCP GÖTEBORG, Göteborg, SWEDEN
Art Director: Gunnar Hultberg (ScanPartner)
Copywriter: Staffan Dempe (ScanPartner)
Account Manager: Beatrice Åberg (ScanPartner)
Graphic Artist: Christian Liljeberg (ScanPartner)
Media placement: Direct Mailing - Mail - 16/03/2009

Describe the brief/objective of the direct campaign.
The Port of Gothenburg is the biggest in Scandinavia. The number of customers is limited and at the same time well identified. With a Direct Mail campaign they wanted to reach one of their most important customer groups; the companies that own the cargos that are stored and call at the port. There were about 200 people on the mailing list, all with more or less good knowledge of the port. The campaign strategy was primarily to open the way to a personal meeting. A secondary aim was to get across the message: ”Scandinavia’s largest port gives you great opportunities.”

Explain why the creative execution was relevant to the product or service.

The Port of Gothenburg is biggest. Not the most efficient, cheapest or fastest, but biggest port and the one with most opportunities. With enlarged everyday articles we give size a further dimension and lead the thoughts in the right direction. Big products and a big port harmonise well with the customer’s wish to attract attention, and generate curiosity about the Port of Gothenburg, which despite everything is well known to most of the recipients. A short, distinct message for Scandinavia’s strongest trademark in the port business forced its way through the multitude of messages.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Port of Gothenburg is the biggest in Scandinavia, so the campaign was based on the concept of ”biggest”. Two teasers consisting of small everyday articles, a pen and a lollipop of gigantic size, built up the interest. The message was ”think big”, ”think bigger”, ”think biggest ”. The final dispatch was supplemented with an informative, greatly enlarged booklet and a giant pushpin. So with the Port of Gothenburg as a partner, the effect will be so much greater.

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.
About 90 per cent of the target group agreed to a visit. No concrete deals were concluded as an immediate result of the campaign, which is not so remarkable, as deals of this type often take between 6 months and 2 years to accomplish. On the other hand there were many prospects and one of them is regarded as a super-prospect. The customer says he has learnt an enormous amount about his customers and potential customers, who have received the campaign very favourably.