Stihl DM THE STIHL CHAMPAGNE MAILING by Scholz & Friends Berlin

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THE STIHL CHAMPAGNE MAILING

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Industry Household maintenance & pet products, Tools, Do-It-Yourself Products
Media Direct marketing
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Mathias Rebmann, Florian Schwalme
Art Director Johannes Stoll
Copywriter Felix Heine, Mateo Sacchetti
Producer Mpr Werbefactory
Released July 2012

Awards

Eurobest 2012
Direct Dimensional Mailing Bronze

Credits & Description

Category: Dimensional Mailing
Advertiser: ANDREAS STIHL
Product/Service: STIHL TS 500I
Agency: SCHOLZ & FRIENDS
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Mathias Rebmann (Scholz & Friends)
Creative Director: Florian Schwalme (Scholz & Friends)
Art Director: Johannes Stoll (Scholz & Friends)
Copywriter: Felix Heine (Scholz & Friends)
Copywriter: Mateo Sacchetti (Scholz & Friends)
Account Manager: Benjamin Baader (Scholz & Friends)
Account Manager: Sven Weiche (Scholz & Friends)
Account Manager: Albert Petzold (Scholz & Friends)
Account Manager: Michaela Wecke (Scholz & Friends)
Producer: MPR Werbefactory
Media placement: Mailing - Mailing to STIHL dealer - 22. December 2011

Describe the brief/objective of the direct campaign.
The new cutting-machine STIHL TS 500i is a revolution. It’s the world’s first handheld machine with electronically controlled injection. STIHL products are available only at qualified dealers. That’s the reason why customers trust his judgement more than any advertisement. Therefore, we had to create an advertising media, which first of all gets the dealers enthusiastic about the new TS 500i. Because only a convinced dealer includes the TS 500i in his product range and recommends it in good conscience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
STIHL celebrates their world-first with each top dealer personally. All 50 top dealers get a special mailing: a bottle of champagne set in concrete. A cover letter explains how to open the present the easiest way – with the new TS 500i. It doesn’t take more than a call and a sales manager brings the TS 500i round for testing. After they opened the mailing, they could drink a toast to the world-first product.

Explain why the creative execution was relevant to the product or service.
The Champagne Mailing makes you want to test the new cut-off machine immediately. It also gives the specialist dealer the opportunity to find out about the strengths of the TS500i right away: Never before has cutting concrete been that simple, quick and precise. With the premium bottle of champagne (40 euro) inside of the concrete block STIHL expresses its appreciation to the dealer for being an important sales partner. Furthermore, it shows the high standard of quality that STIHL demands of itself and its products as a global leader.

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 mailing was sent to 50 top dealers. In just the first 2 months more than 40% asked for a testing. Experience has shown: once a dealer has found a machine to be good, he recommends it to his customers. Moreover, with a retail price of €1,600 per machine and an estimated rate of 30 sales per dealer a year, €80 per mailing is a pretty good investment.
Another success: The idea made in Germany spread excitement not only in Germany, also in France, Canada and Australia. International distributorships already use the mailing to launch the TS 500i.