LOLLY TOOLS by Kolle Rebbe Hamburg, Korefe for T.D.G. Vertriebs

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LOLLY TOOLS

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Industry Lollipops
Media Direct marketing
Market Germany
Agency Kolle Rebbe Hamburg
Creative Director Katrin Oeding
Art Director Reginald Wagner
Copywriter Till Grabsch
Agency Korefe
Copywriter Gereon Klug
Producer Produktionsbüro Romey Von Malottky
Released January 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: T.D.G. VERTRIEBS
Product/Service: CONFECTIONARY
Agency: KOLLE REBBE
Agency: KOREFE
Date of First Appearance: Jan 27 2011
Entrant Company: KOLLE REBBE, Hamburg, GERMANY
Creative Director: Katrin Oeding (Kolle Rebbe / KOREFE)
Art Director: Reginald Wagner (Kolle Rebbe / KOREFE)
Copywriter: Till Grabsch (Kolle Rebbe / KOREFE)
Copywriter: Gereon Klug (Kolle Rebbe / KOREFE)
Graphic Designer: Paul Svoboda (Kolle Rebbe / KOREFE)
Graphic Designer: Sarah Gossner (Kolle Rebbe / KOREFE)
Account Manager: Kristina Wulf (Kolle Rebbe)
Producer: Romey von Malottky (Produktionsbuero)
Media placement: Direct Mailing - Retailer - January 2011

Describe the brief/objective of the direct campaign.
A trade newsletter mailing for Lollitools, a product that specifically plays with the garage aesthetic of The Deli Garage food label. Particular attention was paid to addressing the male target group and their gift potential.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A mailing was sent out shortly before Father's Day - the ultimate man's day - encouraging retailers to place their orders for Lollitools on time. The mailing came with a special offer for an exclusive discount.

Explain why the creative execution was relevant to the product or service.
Introduced with the headline "WORK DOESN'T GET MUCH SWEETER THAN THIS FOR REAL MEN" the newsletter emphasised the importance of Father's Day for sales of Lollitools, taking advantage of men's gift potential.

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.
Almost the entire run of the limited edition Lollitool was sold.