WE CAN KNEAD IT by Agentur Am Flughafen Zurich for ROUNDTECH

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WE CAN KNEAD IT

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Switzerland
Agency Agentur Am Flughafen Zurich
Creative Director René Eugstair
Art Director Dominique Rutishauser
Copywriter Patrick Lindner
Released October 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: ROUNDTECH
Product/Service: ROTARY PRODUCTION
Agency: AGENTUR AM FLUGHAFEN
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: AGENTUR AM FLUGHAFEN, Altenrhein, SWITZERLAND
Creative Director: René Eugstair (Agentur am Flughafen)
Art Director: Dominique Rutishauser (Agentur am Flughafen)
Copywriter: Patrick Lindner (Agentur am Flughafen)
Graphics: Benita Sutter (Agentur am Flughafen)
Media placement: Website - – - July-December
Media placement: Ad Placement - – - August/November
Media placement: Direct Mailing - – - October-December
Media placement: Follow-Up By Phone - – - October-December
Media placement: Public Relations - – - September/December

Describe the brief/objective of the direct campaign.
Roundtech specialises in rotary swaging – a cost-cutting technology for the processing of metal parts that is more or less unknown, even to proven experts. The advertising material playfully dramatises the simplicity of kneading.

Explain why the creative execution was relevant to the product or service.
Mailshots illustrated with plasticine figures let the technology come alive for the addressee and provide the basis for making an appointment (what is becoming increasingly impossible for simple manufactured parts in the industry). 80% of the appointments could be fixed during a follow-up by phone.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Popularising the precision mechanical process of cold forming within the target groups: the automotive industry, furniture industry, medical engineering industry, and machine and apparatus engineering while at the same time acquiring first projects. Mailshots, adverts, and PR campaigns serve as promotional instruments.

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.
80 potential key accounts were acquired in a first phase. The telephone follow up was 52 appointments and agreed to be generated so far 12 projects.