De Lijn DM TICKET TO ME by Duval Guillaume Modem Antwerp

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Industry Public Transport, Mass Transit
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Peter Ampe, Katrien Bottez

Art Director Paul Popelier, Geert De Rocker, Derek Brouwers
Copywriter Peter Ampe, Tom Berth
Released January 2010

Credits & Description

Category: Flat Mailing
Advertiser: DE LIJN
Date of First Appearance: Jan 10 2010 12:00AM
Entrant Company: DUVAL GUILLAUME, Brussels, BELGIUM
Creative Director: Katrien Bottez (Duval Guillaume Brussels)
Creative Director: Peter Ampe (Duval Guillaume Brussels)
Copywriter: Tom Berth (Duval Guillaume Brussels)
Copywriter: Peter Ampe (Duval Guillaume Brussels)
Art Director: Geert de Rocker (Duval Guillaume Brussels)
Art Director: Paul Popelier
Art Director: Derek Brouwers (Duval Guillaume Brussels)
Account Director: Matthias Dubois (Duval Guillaume Brussels)
Account Manager: Tom Sneppe (Duval Guillaume Brussels)
Project Manager: Lieven Dewitte (Duval Guillaume Brussels)
Media placement: Website - - 11/01/2010

Describe the brief/objective of the direct campaign.
The ticket-to-me is a new product, developed for the new year’s campaign of public bus company De Lijn. It gave all seasonal ticketholders the chance to fulfill their good resolutions of 2010 : see their friends more often.

Explain why the creative execution was relevant to the product or service.
De Lijn saw to it these friends got a ticket-to-me by post.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Everyone could enter the names of his or her best friends on a special website.

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.
It was a one day action, sending out 214.436 mails to all subscribers of De Lijn. 4,3% of the people actually gave their friends or family a ticket-to-me, inviting them over. The others didn’t keep their good resolutions.