DUST CATCHER by Kolle Rebbe Hamburg for Vorwerk

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DUST CATCHER

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Industry Electronic Devices & Home Appliances, Vacuum Cleaners
Media Direct marketing
Market Germany
Agency Kolle Rebbe Hamburg
Producer Franziska Ziegler, Oeti Warnecke
Photographer Holger Kohl
Account Supervisor Jessica Gustafsson
Released December 2009

Credits & Description

Category: Flat Mailing
Advertiser: VORWERK & CO.
Product/Service: VORWERK VACUUM CLEANER
Agency: KOLLE REBBE
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: KOLLE REBBE, Hamburg, GERMANY
Executive Creative Direction: Olaf Oldigs (Kolle Rebbe)
Art Direction/Design: Daniel Serrano (Kolle Rebbe)
Copywriter: Holger Kohl (Kolle Rebbe)
Photographer: Holger Kohl (Kolle Rebbe)
Account Supervisor: Jessica Gustafsson (Kolle Rebbe)
Producer: Oeti Warnecke (Kolle Rebbe)
Producer: Franziska Ziegler (Kolle Rebbe)
Media placement: Mailing - Private Households In Germany - December 2009

Describe the brief/objective of the direct campaign.
THE SITUATION: Vorwerk distributes its vacuum cleaners door to door to private homes exclusively through its network of 2,000 sales reps. THE PROBLEM: How can Vorwerk sales reps reach people who aren’t home? THE SOLUTION: The world’s first direct mailing, which is a vacuum cleaner itself. The “TEST STRIP” slips under the door into the house, attracts dust electrostatically, makes the problem visible and incites people to get in touch with their sales rep. THE TARGET GROUP: All private German households where nobody is at home when the sales rep visits.

Explain why the creative execution was relevant to the product or service.
The direct mailing is itself the world’s flattest vacuum cleaner. The “TEST STRIP” fits easily through the house door and literally sucks up the dust. The Vorwerk sales rep isn’t just leaving a kind of “calling card”, but a sample of their vacuum cleaners. Despite taking place behind closed doors, this simple, yet impressive approach is the key to the high response rate for the local Vorwerk sales reps.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The world’s first electrostatically charged direct mailing is slipped under the door, where it starts attracting dust, makes the problem visible and also lists who can solve the problem: the Vorwerk sales rep, with a telephone number to arrange an appointment. In all of the regions where the campaign was executed, there was a significant increase in the number of potential customers who arranged appointments with sales reps over the telephone during the campaign run.

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.
A significant increase in the number of appointments arranged with sales reps over the telephone in all regions where the campaign ran. During the test run in the greater Düsseldorf region, 400 flyers were distributed and generated 18 telephone responses (4.5% response rate), which in turn led to 7 sales of vacuum cleaners (38.89% closing rate). Following a successful pilot, the campaign will now be run all over Germany.”