ROBINSON CURSOR CLUB by Scholz & Friends Hamburg for Robinson Club

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ROBINSON CURSOR CLUB

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Scholz & Friends Hamburg
Executive Creative Director Stefan Setzkorn, Matthias Schmidt
Creative Director Markus Daubenbuechel
Art Director Désirée Rose
Copywriter Judith Preker
Released April 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: ROBINSON CLUB
Product/Service: ROBINSON CURSOR HOLIDAY
Agency: SCHOLZ & FRIENDS
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: SCHOLZ & FRIENDS , Hamburg, GERMANY
Entry URL: http://www.avocada.de/2010/en/robinson/your_cursor_on_vacation
Executive Creative Director: Matthias Schmidt (Scholz & Friends)
Executive Creative Director: Stefan Setzkorn (Scholz & Friends)
Creative Director: Markus Daubenbuechel (Scholz & Friends)
Art Director: Desirée Rose (Scholz & Friends)
Copywriter: Judith Preker (Scholz & Friends)
Concept: Arno Selhorst (Scholz & Friends)
Concept: Nestor Gabriel (Scholz & Friends)
Concept: Sierralta Espinoza (Scholz & Friends)
Concept: Kathrin Stahl (Scholz & Friends)
Production Company: (Barbecue Mediendesign GmbH)
Programmer: Marcel Stroeter (Scholz & Friends)
Programmer: Daniel Pramel (Scholz & Friends)
Account Manager: Katja Noack (Scholz & Friends)
Account Manager: Ingo Schueehle (Scholz & Friends)
Graphic: Hilke Hartmann (Scholz & Friends)
Graphics: Lars Leber (Scholz & Friends)
Media placement: Microsite, E-Mail Newsletter, Cursor Replacement Program - Http://www.robinson-Cursorclub.com/ - 01.04.2010

Describe the brief/objective of the direct campaign.
Robinson, european no 2 in its market, offers Club holidays all over the world, in its own facilities. These are aimed primarily at singles, but also at young couples and families. Many subscribe to the e-mail newsletter without ever, to date, having booked a Club holiday. The task was to develop a cost-effective dialogue marketing tool that would make the advantages of the Club particularly clear, spurring people on to make bookings.

Explain why the creative execution was relevant to the product or service.
The newsletters’ special offer Send your cursor on holiday took the visitor to a Robinson website that looked exactly like the one for us normal holidaymakers – but somewhat pixelated and showing cursors instead of people. Here, visitors could book their cursor a holiday (free, of course), choose a holiday stand-in (thus implementing a small app in the system of one’s computer) and send the original cursor off. Users would receive regular holiday mail from the cursor – which would be seen on the beach, for example, or on a ski piste or in the pool – before its return a week later, brown as a berry.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Via the regular Robinson newsletter and on a special website, we made this special offer: send your cursor on holiday – after all, it works just as hard as you do. Let it send back reports on what a Robinson holiday is really like. And while it’s away, it will be replaced by a stand-in.

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.
These repeated playful reminders of the advantages of the Robinson Clubs turned out to be a tremendous success. The holiday stand-in cursor as permanent reminder, the holiday post from one’s cursor, the spreading (by tell-a-friend, facebook status updates and postcards) and the follow-up period (the tanned cursor) all led to an enormous increase in traffic. The average monthly visit rate of 190.000 was raised up to double. 54.680 participants where counted. At a financial outlay of less than 10,000 €, this is equal to 0.18 cent per participant.