A BAD FIT by Goss for Sportspec

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A BAD FIT

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Sweden
Agency Goss
Art Director Gunnar Skarland, Mimmi Andersson, Jan Eneroth, Mattias Frendberg
Copywriter Ulrika Good, Elisabeth Berlander, Micke Schultz
Released October 2009

Credits & Description

Category: Flat Mailing
Advertiser: SPORTSPEC
Product/Service: ALPINE EQUIPMENT
Agency: GOSS
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: GOSS, Gothenburg, SWEDEN
Art Director: Gunnar Skarland (GOSS)
Art Director: Jan Eneroth (GOSS)
Art Director: Mattias Frendberg (GOSS)
Art Director: Mimmi Andersson (GOSS)
Graphic designer: Louise Christiansson (GOSS)
Copywriter: Micke Schultz (GOSS)
Copywriter: Ulrika Good (GOSS)
Planner: Johan Good (GOSS)
Account Director: Fredrik Toreskog (GOSS)
Account Manager: Monica N Persson (GOSS)
Account Manager: Lena Kling (GOSS)
Account Director: Stig Lundstedt (GOSS)
Final art: Lena Björklund-Henriksson (GOSS)
Digital Director: Robert German (GOSS)
Copywriter: Elisabeth Berlander (GOSS)
Media placement: Direct - Postal - 1/11/2010

Describe the brief/objective of the direct campaign.
Sportspec is a store specializing in skis and alpine equipment. They offer bootfitting which means they re-build your boots to fit your feet perfectly. Sportspec wanted to increase these sales by 20% compared to the previous year. The target audience consisted of current customers. We focused on those who had purchased skis and/or boots at Sportspec in the last three years.

Explain why the creative execution was relevant to the product or service.
By physically illustrating the problem of a poor fit, we were able to quickly communicate the downside of many boots. Anyone who skis knows that your feet can hurt quite a lot if the boots don’t fit perfectly,as boots rarely do. The concept of bootfitting was brought home by a letter that clearly needed a little envelope-fitting.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By generating awareness of the service offered, we aimed to increase sales by 20%. The budget was limited, but we still wanted to achieve considerable penetration through clearly communicating a relevant message. The solution was a piece of paper that didn’t really fit very well in its envelope.

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.
Four weeks after the campaign was launched, these were the results compared to the previous year: - Sales of bootfitting service had increased by 67% - Sales of shapeable alpine boots (Strolz and Comformable) had increased by 107% The campaign consisted of 4,000 letters that the client printed out and mailed. The total production cost for letters, envelope and postage came to 3,025 € (0.75€/ea). The campaign generated earnings of 38,265 €.