TVS Textilverband DM SELF DISSOLVING MAILING by Agentur Am Flughafen Zurich

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Industry Apparel, Clothing & Footwear, Clothing
Media Direct marketing
Market Switzerland
Agency Agentur Am Flughafen Zurich
Creative Director René Eugster
Art Director Dominique Rutishauser
Released August 2010


Caples Awards 2011
Technique Creative use of technology Finalist
Direct Mail & Print Direct mail dimensional, over $5 Finalist

Credits & Description

Category: Dimensional Mailing
Date of First Appearance: Aug 1 2010
Creative Director: René Eugster (Agentur am Flughafen)
Art Director: Dominique Rutishauser (Agentur am Flughafen)
Media placement: Mailing - Schools - 1 August 2010
Describe the brief/objective of the direct campaign.
Each year legions of adolescent school leavers are forced to confront their futures. With around 250 different occupations and various further education schools, this is no simple task. The Swiss textile industry therefore has a difficult task ahead of it in order to differentiate itself from the jungle of possibilities and to convince teachers and students of the merits of a textile apprenticeship. Teachers are by definition quite sceptical about advertising; especially when it drifts into the schoolhouse. Therefore the mailing had to include a corresponding mechanism to ensure that it made it onto the lectern and did not land directly in the rubbish.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The innovation skills of the textile industry are generally underestimated. In the search of possibilities, the creative's found a substrate which dissolves in water and developed the first self-destructive mailing. After reading, the mailing is placed in water and the only thing that remains is an embroidered key ring. The target was a response rate of 5 percent. A textile mailing naturally had to be created for the Swiss Textile Industry Association. In addition, an increased focus is to be placed on how innovative and forward-looking the Swiss textile industry is, which was clearly demonstrated by the self-dissolving material.
Explain why the creative execution was relevant to the product or service.
The textile association mailing served, on the one hand, to spread information about textile occupations. The upper form teachers to whom they were addressed were thereby able to order informative material for themselves or their students or to invite a professional from the association for a presentation. The Swiss Textile Association is the representative and speaker for the Swiss textile and clothing industry and must ensure that new blood continues to enter the sector.
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 feedback to this mailing was enormous. Numerous upper form teachers congratulated the textile association on the creative mailing. The written response was also overwhelming. Instead of the expected 5% rate, the textile association received an 11% response. The textile association was forced to mobilise additional assets in order to fulfil the requests for presentations in schools. The apprenticeships were thereby filled very quickly.