WINNING POSTCARDS by Akestam.holst Stockholm for Posten

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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius, Martin Cedergen
Art Director Lars Holthe
Copywriter Hanna Bjork
Released April 2009

Credits & Description

Category: Flat Mailing
Advertiser: POSTEN
Product/Service: THE SWEDISH POST
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: ÅKESTAM HOLST, Stockholm, SWEDEN
Copywriter: Hanna Björk (Åkestam Holst)
Art Director: Lars Holthe (Åkestam Holst)
Account Executive: Göran Åkestam (Åkestam Holst)
Account Director: Jacob Stjärne (Åkestam Holst)
Account Manager: Maria Ljung (Åkestam Holst)
Planner: Lars Friberg (Åkestam Holst)
Research: Henrik Adenskog (Åkestam Holst)
Creative Director: Andreas Ullenius (Åkestam Holst)
Creative Director: Martin Cedergen (Åkestam Holst)
Media placement: Direct - Mail - 6 Aprile 2010

Describe the brief/objective of the direct campaign.
The Golden Egg is Sweden’s biggest advertising show and the most prestigious to win. Posten (The Swedish Post) is the head sponsor of the Direct Category. One important target group for direct marketing is advertising people. Use the sponsorship to prove the creative possibilities of direct mail.

Explain why the creative execution was relevant to the product or service.
- Direct is used daily by the target group. - It was relevant as most people working in the advertising industry love attention. To give an extra dimension, we decided to celebrate the winners outside the industry by using their parents to make them feel appreciated.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We used the fact that most creatives love to be in the spotlight and photographed the winners, without them knowing the purpose of the photos. The photo-files were directly sent to a print shop and delivered to the winners’ parents by mail the day after. On the back we wrote a personal message for all parents.

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.
- Highly appreciated by the winners (and especially their parents). - Created buzz in the Swedish advertising community. - Most of the winners who received the cards through their parents showed it on their facebook profile.