POSTEN LOVE by Akestam.holst Stockholm for The Swedish Post

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POSTEN LOVE

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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market Sweden
Agency Akestam.holst Stockholm
Art Director Lars Holthe
Copywriter Hanna Bjork, Martin Cedergren
Released February 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: POSTEN
Product/Service: THE SWEDISH POST
Agency: ÅKESTAM HOLST
Date of First Appearance: Feb 8 2010 12:00AM
Entrant Company: ÅKESTAM HOLST, Stockholm, SWEDEN
Entry URL: http://ourwork.se/new/postenlove
Copywriter: Martin Cedergren (Åkestam Holst)
Art Director: Lars Holthe (Åkestam Holst)
Copywriter: Hanna Björk (Åkestam Holst)
Account Director: Jacob Stjärne (Åkestam Holst)
Account Manager: Maria Ljung (Åkestam Holst)
Planner: Lars Friberg (Åkestam Holst)
Graphic Designer: Torbjörn Krantz (Åkestam Holst)
Graphic Designer: Oskar Gardö (Åkestam Holst)
Production Agency: (Dareville)
Media placement: Cyber - Aftonbladet.se - 8 February 2010
Media placement: Cyber - Posten.se - 8 February 2010

Describe the brief/objective of the direct campaign.
More and more people choose to send Valentine’s Day greetings digitally. Encourage people to send real postcards.

Explain why the creative execution was relevant to the product or service.
We wanted to people to send more postcards despite the fact that digital postcards are increasing. Instead we embraced the opportunity of the web and combined it with the old fashioned way of sending postcards.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Digital postcards templates, customized for the user to choose any optional name for the motive, advertised on the web.

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 number of postcards that were sent increased 10 times compared to Valentine’s Day the year before.