Vodafone DM THE EMPTY ENVELOPE by Rapp Germany

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THE EMPTY ENVELOPE

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Industry Telecommunications Services
Media Direct marketing
Market Germany
Agency Rapp Germany
Creative Director Max Stroebel, Ralf Skiba
Released December 2010

Credits & Description

Category: Flat Mailing
Advertiser: VODAFONE
Product/Service: TELECOMMUNICATIONS
Agency: RAPP GERMANY
Date of First Appearance: Dec 15 2010
Entrant Company: RAPP GERMANY, Hamburg, GERMANY
Managing Director: Stefan Setzkorn (Rapp)
Creative Director: Max Stroebel / Ralf Skiba (Rapp)
Senior Art Director: Joana Bitter (Rapp)
Unit Director: Bianca Peters (Rapp)
Senior Account Manager: Julia Grauthoff (Rapp)
DTP-Operator: Stefan Dittmann (Rapp)
Media placement: Mailing - Postal Mailing - 15. December 2010

Describe the brief/objective of the direct campaign.
Vodafone had long been urging customers to switch to online invoices from the paper equivalent. The Vodafone online bill saves costs, and above all, protects the environment. Unfortunately, this initiative had been drawing an ever-decreasing response from customers. And experience had shown that purely informational campaigns seem to generate hardly any attention.
A new approach had to be found to reach out to these customers - one that avoided unnecessary production and postage costs as well as environmental impact.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Existing customers received a mailing that had the appearance of their normal monthly bill from Vodafone. On opening the envelope, however, the recipient was in for a surprise - it contained no invoice. The inside of the envelope simply bore the message that a little less paper is a whole lot better for the environment. What at first glance seemed to be a clerical error, turned out to be a charming two-line call to action that encouraged the recipient to register for Vodafone online billing. The client had hoped for a response rate of 3-4% for this mailing.

Explain why the creative execution was relevant to the product or service.
The creative execution was designed to clearly demonstrate the benefits of online billing in an amusing, yet resonant manner. This approach gave the mailing a more personal and exclusive feel, consistent with Vodafone’s brand image. The idea behind it was to draw attention to the benefits to the environment of paperless billing and get people to register online with the long-term aim of making the paper invoice obsolete. The campaign strengthened Vodafone’s image as a socially responsible brand while at the same time saving costs.

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 results speak for themselves. From the 7,500 addresses we were provided, over 1,600 registered within the first month of the campaign ‘going live’. That represents a conversion rate of a very impressive 16%. With our creative idea and its execution, we were able to soundly demonstrate that we could emotionally connect with Vodafone customers, reach out to them and get them to act.