Sport Factory Outlet DM DISGUSTING ISLANDS by Ruf Lanz

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Industry Sportswear, Athletic Footwear & Accessories, Business equipment & services, Corporate Image
Media Direct marketing
Market Switzerland
Agency Ruf Lanz
Creative Director Danielle Lanz
Art Director Marcel Schlaefle, Grit Wolany
Copywriter Andreas Hornung, Markus Ruf, Torsten Maas
Released October 2009

Credits & Description

Category: Flat Mailing
Product/Service: SPORTING GOODS
Agency: RUF LANZ
Date of First Appearance: Oct 26 2009 12:00AM
Entrant Company: RUF LANZ, Zürich, SWITZERLAND
Creative Director: Markus Ruf (Ruf Lanz/Zurich)
Creative Director: Danielle Lanz (Ruf Lanz/Zurich)
Copywriter: Markus Ruf (Ruf Lanz/Zurich)
Copywriter: Andreas Hornung (Ruf Lanz/Zurich)
Copywriter: Torsten Maas (Ruf Lanz/Zurich)
Art Director: Grit Wolany (Ruf Lanz/Zurich)
Art Director: Marcel Schlaefle (Ruf Lanz/Zurich)
Advertiser's Supervisor: Peter Wider
Media placement: Postcards - By Post Mail To Recipients - 26.10.2009

Describe the brief/objective of the direct campaign.
Sport Factory Outlet is Switzerland's biggest sports goods outlet. In late October 2009 they wanted to draw the attention of winter sports enthusiasts to the opening of the ski and snowbaord season.

Explain why the creative execution was relevant to the product or service.
Tropical islands are usually described as places of paradise. The use of rather paradoxical terms such as "Hell on earth", "Shitty place" and "Disgusting island" caught a lot of attention. And it fitted the brand perfectly, because it focuses exclusively on winter sports enthusiasts.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In winter nearly all suppliers advertise with the same clichés: skiers and snowboarders surrounded by snowy mountains. Sport Factory Outlet did exactly the opposite, mailing postcards of tropical islands - but as winter sports enthusiasts see them - to 10'000 existing and potential customers.

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 tongue-in-cheek portrayal of island paradises as hell on earth really hit home with young winter sports enthusiasts. In November/December 2009 the sales of skis and snowboards increased by 21% compared with the previous year. The total costs of the campaign were only CHF 12'500 (= approx. 13'000 US Dollars) including mailing costs.