Sonnenpark Hotels DM TEMPERATURE DISCOUNT by Gurtlerbachmann

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Industry Hotels & Resorts
Media Direct marketing
Market Germany
Agency Gurtlerbachmann
Art Director Simon Hattrup
Copywriter Matthias Hardt
Producer Tobias Langkamp
Released February 2012

Credits & Description

Category: Ambient Media (Large Scale)
Product/Service: SUMMER HOLIDAYS
Chief Creative Officer: Uli Gürtler (Gürtlerbachmann Werbung)
Copywriter: Matthias Hardt (Gürtlerbachmann Werbung)
Art Director: Simon Hattrup (Gürtlerbachmann Werbung)
Producer: Tobias Langkamp (Gürtlerbachmann Werbung)
Managing Director: Frank Bachmann (Gürtlerbachmann Werbung)
Media placement: 5 Magnetic Eye-Catchers - Hamburg City Centre - 11 February 2012
Media placement: Flyers - Hamburg City Centre - 11 February 2012

Describe the brief/objective of the direct campaign.
Win new customers for our client 'Sonnenpark Hotels' - the specialist for youth travel.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed an unseen promotion for our client. With magnetic eye-catchers we turned the huge thermometer columns in the city centre of Hamburg into intelligent ad spaces: the lower the temperature, the higher the discount on sunny holidays. Via ‘Mobile Visual Search’ we linked the message to 20 individualised microsites - from -1 to -20°C. After downloading an app and taking a picture of the thermometer display, people received an individual discount offer for their holiday in the sun.

Explain why the creative execution was relevant to the product or service.
In February, the Siberian high pressure area ‘Cooper’ had Germany under its freezing cold thumb: down as low as -18°C! The perfect opportunity to wow people with a tempting holiday offer. The promotion supported by flyers coincided with the ‘Alstereisvergnügen’ (a funfair on the thick ice of the river Alster), that brought 1.1m visitors to Hamburg. People were freezing and longing for some warmth and sun. Our ad caught them at exactly the right time and place. Everybody was interested in the latest records in low temperature, so everybody was looking at the thermometers and found our sales message.

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.
All in all, our client invested less than €600 (excluding agency fees) in the promotion. With over 2,500 requests for quotation, the result exceeded all expectations.