THE SOFT T-SHIRT by Philipp Und Keuntje for WEISS & HERMLE



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Industry Washing powders & Detergents
Media Direct marketing
Market Germany
Agency Philipp Und Keuntje
Creative Director Holger Lindhardt
Copywriter Kathrin Schaller
Released January 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: FABRIC SOFTENER
Date of First Appearance: Jan 10 2010 12:00AM
Entrant Company: PHILIPP UND KEUNTJE, Hamburg, GERMANY
Creative Director: Holger Lindhardt (Philipp Und Keuntje)
Copywriter: Kathrin Schaller (Philipp Und Keuntje)
Art Direction: Christian Schütze (Philipp Und Keuntje)
Art Direction: Dominik Straka (Philipp Und Keuntje)
Art Direction: Ini Neumann (Philipp Und Keuntje)
Account: Christiane Gerwing (Philipp Und Keuntje)
Media placement: Product Samples With T-Shirts - In Front Of Laundromats Berlin, Hamburg, Frankfurt (Germany) - 10.01.2010

Describe the brief/objective of the direct campaign.
The fabric softener from Weiß & Hermle makes clothes extra soft. As the product is only available in the online shop and not from retailers, our objective was to develop an idea that introduced the product to the target group firsthand and won them over.

Explain why the creative execution was relevant to the product or service.
It wasn’t just the fabric that was softened, but the print too. This supported our message, as soft clothes are not just soft to the skin, but actually look softer. Changing the print actually changed the character of the T-shirt too.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to run a promotion in the very place where the target group already has the subject of laundry on their mind: a laundromat. Here, people were able to see, smell and try out the product. A promotional team gave away packs containing a product sample and a T-shirt with a 'macho' print. However, washing the shirt revealed a surprise: the print had changed. The 'macho' print had been replaced by an ultra 'soft' print. The promotional label attached to the product sample read: “Makes your clothes soft.” Furthermore, the Web address of the online shop was printed on the label so that people could easily order the product.

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 effect was impressive. After just a few weeks, we registered 13% more visits to our online shop. Orders increased by 5.5% and we managed to attract 6% more customers through the promotion.