MICROMAILING by Jung Von Matt/Alster Hamburg for Rwe

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MICROMAILING

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Industry Energy & Water Utilities
Media Direct marketing
Market Germany
Agency Jung Von Matt/Alster Hamburg
Executive Creative Director Wolf Heumann, Sascha Hanke
Creative Director Michael Matthiass, Andreas Summ
Art Director Christina Jache
Copywriter Verena Warncke
Photographer Rene Neumann
Account Supervisor Isabell Poschadel, Carina Möller
Released December 2009

Credits & Description

Category: Flat Mailing
Advertiser: RWE
Product/Service: ENERGY PROVIDER
Agency: JUNG von MATT
Date of First Appearance: Dec 4 2009 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Entry URL: http://www.rwe.com/web/cms/en/318270/get-the-energy-to-lead/projects/co2/
Executive Creative Director: Sascha Hanke
Executive Creative Director: Wolf Heumann
Creative Director: Andreas Summ
Creative Director: Michael Matthiass
Art Director: Christina Jache
Copywriter: Verena Warncke
Photographer: Rene Neumann
Account Supervisor: Carina Möller
Account Supervisor: Isabell Poschadel
Art Buying: Bettina Zschirnt
Production: Carola Wrampelmeyer
Pre Press: Silke Fleischhauer
Image Editing: Frank Kirchhoff
Media placement: Mailing - Mailing via Post - 04.12.2009

Describe the brief/objective of the direct campaign.
Get environmental science and bio-engineering students excited about RWE. Show them that with RWE they can play an active role in the technological progress, and motivate them to learn more and apply online.

Explain why the creative execution was relevant to the product or service.
The execution relevantly reached the target audience by using a format that only they could handle optimally. Additionally, they were directed to the “pathbreaker.de” holding page where they could learn more, apply, and continue their research in a web special demonstrating RWE’s CO2-absorbing micro-algae, a subject very close to their own studies.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent the young researchers the world’s smallest letter, printed on microfilm. It was personalised, full of career opportunities – and only readable under a microscope. It aimed to lead at least 5 % of the recipients online for further information and to apply.

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 response rate was over 30 %: almost a third of the recipients went to pathbreaker.de, with an (above) average visit length of 2.40 minutes. RWE is currently examining the applications closely.