INVITATION VOLVO S60 VIP LOUNGE by Four. Werbeagentur Ag for Volvo

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INVITATION VOLVO S60 VIP LOUNGE

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Industry Cars
Media Direct marketing
Market Switzerland
Agency Four. Werbeagentur Ag
Creative Director Björn Brinkmann, Philipp Strauli
Designer Raphael Schoen
Account Supervisor Sandra Genge
Released February 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: VOLVO AUTOMOBILE SCHWEIZ
Product/Service: VOLVO S60
Agency: FOUR WERBEAGENTUR
Date of First Appearance: Feb 10 2010 12:00AM
Entrant Company: FOUR WERBEAGENTUR, Zurich, SWITZERLAND
Creative Director: Björn Brinkmann (Four. Werbeagentur)
Creative Director: Philipp Sträuli (Four. Werbeagentur)
Designer: Raphael Schoen (Four. Werbeagentur)
Account Supervisor: Sandra Genge (Four. Werbeagentur)
Account Manager: Daniel Gerber (Four. Werbeagentur)
Desktop Publishing: Marianne Crittin (Four. Werbeagentur)
Lithographer: Corinne Schmid (Detail)
Production: Beat Germann (Der Stör-Produktiönler)
Lettershop: Brigitte Bürge Van Trigt (Pdc Marketing/Information Technology Ag)
Media placement: Invitation Mailing - Direct Mailing - 10.02.2010
Media placement: Ticket Mailing - Diect Mailing - From 19.02.2010

Describe the brief/objective of the direct campaign.
The new and emotionally designed Volvo S60 is to be presented to the public for the first time at the Geneva motor show. How do you manage to find as many interested people as possible to visit the world premiere? And how do you achieve the greatest possible response?

Explain why the creative execution was relevant to the product or service.
The creative idea of 'fire and flames' stands for all the key attributes of the brand like 'innovation', 'surprising', 'brave', 'passionate' and 'cleverness'.The mailing invloved the customer in a smart and unique way. Last but not least, the mailing expresses a statement which is most appropriate the brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Fire free: Sunk into the box shaped stage of, the silhouette of the new Volvo S60 is visible. It is printed using the material that you can stick a match on. The enclosed matchstick can be ignited on this. Associations like 'fire and flames' and 'hot new' are also supported throughout the text. Information regarding the new Volvo and the event is provided in a four-page flyer, in which people are also asked to respond to via the Internet or the reply card.

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.
With a circulation of 16 800, this mailing achieved a response of 21%. More than 7000 people travelled to Geneva to be there for the world premiere of the Volvo S60.