Trellidor DM WINDOW by DraftFCB Johannesburg

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WINDOW

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Industry Business equipment & services
Media Direct marketing
Market South Africa
Agency DraftFCB Johannesburg
Executive Creative Director Brett Morris
Creative Director James Dodd
Art Director Felix Schmitz
Copywriter Brandon Govender
Released May 2010

Credits & Description

Category: Flat Mailing
Advertiser: TRELLIDOR
Product/Service: SECURITY BARRIERS
Agency: DRAFTFCB SOUTH AFRICA
Date of First Appearance: May 14 2010
Entrant Company: DRAFTFCB SOUTH AFRICA, Johannesburg, SOUTH AFRICA
Executive Creative Director: Brett Morris (DraftFCB)
Creative Director: James Dodd (DraftFCB)
Art Director: Felix Schmitz (DraftFCB)
Copywriter: Brandon Govender (DraftFCB)
Client Service: Clive McMurray (DraftFCB)
Media placement: Direct Mail flat-letter - • Delivered to existing Trellidor customers in dedicated catchment areas - May & June 2010

Describe the brief/objective of the direct campaign.
Trellidor is the leader in the security barrier market in South Africa.
Although the brand also offers window barriers, customers still view them solely as a manufacturer of security doors.

To shift the mindset of customers, the agency was tasked to create a unique and cost-effective direct mail letter, with a 20% discount to encourage purchase, which was sent to customers who had purchased a Trellidor door product in the last year.

The objective of the campaign was to get customers to focus on their windows as access points, and how thieves viewed these as convenient points of entry.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The objective of the campaign was to get customers to focus on their windows as access points to their homes, and how thieves viewed these as convenient points of entry.

This was based on the strategic insight that a large percentage of customers viewed doors as the only point of entry worth securing.

To get customers to think about windows, we sent them a letter which was housed in an envelope with a window that had already been broken into. A simple message on the front of the envelope read: Thieves also do windows.

The letter inside supported this message, and highlighted Trellidor's range of window security barriers, offering a 20% discount for an expedient reply.

Explain why the creative execution was relevant to the product or service.
By turning the actual direct mail envelope into a demonstration of why our product was relevant, we piqued the interest of our customers in an engaging and creatively original way - turning a cost-effective traditional envelope into our actual medium of communication.

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.
Trellidor was looking for a 20% response to the letters, leading to an eventual sales conversion of half of these respondents. The campaign resulted in a measured response of over 39%, far exceeding initial expectations. As a result of the success, the campaign will be extended to other regions in 2011, coinciding with the national launch of the window range to be supported by press ads, radio ads, PR and TV.