Wetterling Gallery DM PRIVATE EXHIBITION by Le Bureau Stockholm

Adsarchive » DM » Wetterling Gallery » PRIVATE EXHIBITION


Pin to Collection
Add a note
Industry Museums & Libraries, Shows, Events & Festivals
Media Direct marketing
Market Sweden
Agency Le Bureau Stockholm
Art Director Erik Bielke, Magnus Lowenhielm
Copywriter Claes Kjellstrom
Released October 2009

Credits & Description

Category: Dimensional Mailing
Product/Service: ART GALLERY
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: LE BUREAU, Stockholm, SWEDEN
Entry URL: http://www.wetterlinggalleryforbenny.com
Art Director: Erik Bielke (Le Bureau)
Copywriter: Claes Kjellström (Le Bureau)
Art Director: Magnus Löwenhielm (Freelance)
Acount Executive: Petra Dranger Jendemyr (Le Bureau)
Acount Director: Gustaf Sehlstedt (Le Bureau)
Digital Art Director: Peder Bergstrand (Wreck)
Developer: Kristoffer Forssell (Freelance)
Media placement: Ad1 - Dm - 10-10-2009
Media placement: Ad2 - Dm - 10-10-2009
Media placement: Demo1 - Dm - 10-10-2009
Media placement: Golf Balls - Dm - 10-10-2009
Media placement: Key - Dm - 10-10-2009
Media placement: Napkin1 - Ambient - 10-10-2009
Media placement: Napkin2 - Ambient - 10-10-2009
Media placement: Painting1 - Dm - 10-10-2009
Media placement: Painting2 - Dm - 10-10-2009
Media placement: Poster - Outdoor - 10-10-2009

Describe the brief/objective of the direct campaign.
Advertising to sell art is often directed to a large target group. However, the number of potential clients is quite limited.

Explain why the creative execution was relevant to the product or service.
The target group is extremely picky and therefore we decided to go for an original idea that is both highly exclusive and easy to access. The strength of the idea is the extremely personal approach. Being a high end product, the art gallery could allow itself to go guerilla and ambient without loosing its credibility.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to go for three single individuals, all with a known passion for art. Former ABBA member Benny Andersson. Advertising guru Bosse Rönnberg. And finance legend Mats Qviberg. We created a unique, personal Wetterling Gallery web site for each of them. All works of art on the sites are selected and presented by Björn Wetterling himself. To get our target group to visit their web sites, we made some very personal advertising. On all units you can see or hear the web adress.

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.
100% of the target group observed the advertising 100% went online 66% visited the gallery in person