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Industry Washing powders & Detergents
Media Direct marketing
Market Austria
Agency TBWA\Wien Vienna
Creative Director Goran Golik, Mag. Gerda Reichl - Schebesta, Gerd Turetschek
Art Director Maik Wollrab
Released October 2009

Credits & Description

Category: Dimensional Mailing
Product/Service: SIL STAIN REMOVER
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: TBWA\WIEN, AUSTRIA
Creative Director: Mag. Gerda Reichl-Schebesta (TBWA\Wien Werbeagentur)
Creative Director: Goran Golik (TBWA\Wien Werbeagentur)
Creative Director: Gerd Turetschek (TBWA\Wien Werbeagentur)
Art Director: Maik Wollrab (TBWA\Wien Werbeagentur)
Copywriter/Concept: Helmut Winkler (TBWA\Wien Werbeagentur)
Concept/Designer: Maik Wollrab (TBWA\Wien Werbeagentur)
Account Director: Henriette Muehlhoff (TBWA\Wien Werbeagentur)
Production: (Weingut Szeremley)
Media placement: Winebottle/Cork - Wine-Shops & Gastronomy - 1.11.2009

Describe the brief/objective of the direct campaign.
Create a special gift to hand over to business partners and clients at birthdays and jubilees. This gift should have a clearly connection to a known product of Henkel.

Explain why the creative execution was relevant to the product or service.
With branding the cork of a red wine bottle as the typical business gift we brought problem and solution straight next to each other and offer SIL at the same time as the best way to get rid of stains.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We chose a very typical gift, which is handed over quite often between business partners at different occasions: A bottle of red wine. But unfortunately red wine can cause stain problems very quickly and ruin a party within seconds. To save them, SIL a well known stain remover within the Henkel brand-family, is the best solution. The idea: We connected red wine as the stain causer and the product SIL as the solution and started a cooperation with a well-known wine maker. So we made out of a classic present a special one: We branded the cork with the SIL-logo and the statement: 'No fear of stains'. That way an unexpected reminder was created.

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 client Henkel got great reactions from the people who got the red wine. A bigger cooperation with the wine-producer will start and the bottles with the branded cork will be distributed in wine shops as well – to get an even bigger audience.