THE MAGIC STAMP! by DEFACTO KREATIV HAMBURG for LEKTORAT WINKEL

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THE MAGIC STAMP!

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency DEFACTO KREATIV HAMBURG
Art Director Reza Ramezani
Released February 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: LEKTORAT WINKEL
Product/Service: PROOFREADING BUSINESS
Agency: DEFACTO KREATIV HAMBURG
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: DEFACTO KREATIV HAMBURG, GERMANY
Managing Partner / Chief Creative Officer: Walter Plötz (Defacto Kreativ Hamburg)
Managing Partner / Chief Executive Officer: Jan Möllendorf (Defacto Kreativ Hamburg)
Art Director: Reza Ramezani (Defacto Kreativ Hamburg)
Account Manager: Silke Doster (Defacto Kreativ Hamburg)
Media placement: Direct Mail - Mailing To Advertising Agencies In Germany - 01.03.2010

Describe the brief/objective of the direct campaign.
Make the creatives love us and pay homage to us as the most creative proofreading service they have ever heard of.

Explain why the creative execution was relevant to the product or service.
The idea is extremely simple and similar to the service offered.It takes the recipient by surprise in a charming way. Everybody will understand the idea both of the service and the creative execution - just by using the stamp. The story of the creative execution corresponds to the offering of the brand, which is playfully put into practice.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was also very simple: Step 1: Shock effect! We sent them a personal stamp with many, many terrible spelling mistakes. Step 2: Show effect! By using the stamp the terrible spelling mistakes disappear as if by magic - and the correct writing is stamped onto the paper. Step 3: Learning effect! LEKTORAT WINKEL is working as silent, accurate and fast as the magic stamp.

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 result was amazing: The creatives loved us and paid homage to us as the most creative proofreading service they have ever heard of. 60% called to learn more about LEKTORAT WINKEL.