HEAD AND SHOULDER MAILING by Grabarz & Partner Hamburg for SOCIAL FASHION COMPANY

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HEAD AND SHOULDER MAILING

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Industry Clothing, Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Grabarz & Partner Hamburg
Executive Creative Director Ralf Nolting, Ralf Heuel
Copywriter Andreas Schriewer
Account Supervisor Silvia Cordts
Released February 2010

Credits & Description

Category: Flat Mailing
Advertiser: SOCIAL FASHION COMPANY
Product/Service: T-SHIRTS
Agency: GRABARZ & PARTNER
Date of First Appearance: Feb 18 2010 12:00AM
Entrant Company: GRABARZ & PARTNER, Hamburg, GERMANY
Executive Creative Director: Ralf Heuel (Grabarz & Partner)
Creative Direction: Djik Ouchiian (Grabarz & Partner)
Creative Direction: Martin Grass (Grabarz & Partner)
Art Direction: Thorsten Sievering (Grabarz & Partner)
Copywriter: Andreas Schriewer (Grabarz & Partner)
Junior Copywriter: Max Benrath (Grabarz & Partner)
Account Supervisor: Silvia Cordts (Grabarz & Partner)
Advertiser's Supervisor: Martin Hoefeler (Social Fashion Company)
Media placement: Mailing - National - 18.02.2010

Describe the brief/objective of the direct campaign.
Armed Angels commissioned a classic mailing for LOHAs, to interest them in the new T-shirt collection and to encourage them to visit www.armedangels.de

Explain why the creative execution was relevant to the product or service.
Armed Angels stands for fairly traded and ecological fashion that takes care of resources. A mailing that contains no covering letter and is printed directly onto the eco-friendly envelope suits the brand perfectly.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent out an envelope made of recycled paper - without any covering letter or reply card. When it is opened up, one sees printed on the inside the neck of a man or a woman - depending on the sex of the addressee. The impression is created that they are wearing a T-shirt with a V-neck. An eye-catching solution that appeals to the target group by being kind to resources.

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.
For two and a half weeks increased click rates were recorded on armed-angels.de