SELF TRANSLATING EMAIL by Grabarz & Partner Hamburg for Wieners + Wieners

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SELF TRANSLATING EMAIL

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Germany
Agency Grabarz & Partner Hamburg
Executive Creative Director Ralf Nolting, Ralf Heuel
Creative Director Martin Grass, Djik Ouchiian
Art Director Thorsten Sievering
Copywriter Gregor Willimski, Max Benrath, Andreas Schriewer
Account Supervisor Thomas Eickhoff, Ina Bach, Nils Ruesenberg
Released January 2011

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: WIENERS + WIENERS
Product/Service: AGENCY PROMOTION
Agency: GRABARZ & PARTNER
Date of First Appearance: Jan 10 2011
Entrant Company: GRABARZ & PARTNER, Hamburg, GERMANY
Entry URL: http://www.showcaselink.de/wieners/selftranslating_email/en/
Executive Creative Director: Ralf Heuel (Grabarz & Partner)
Creative Director: Djik Ouchiian/Martin Grass (Grabarz & Partner)
Art Director: Thorsten Sievering (Grabarz & Partner)
Copywriter: Gregor Willimski/Max Benrath/Andreas Schriewer (Grabarz & Partner)
Flash Development: Veronika Ziegler/Sebastian Fiedler (Grabarz & Partner)
Account Supervisor: Thomas Eickhoff/Ina Bach/Nils Ruesenberg (Grabarz & Partner)
Advertisers Supervisor: Ralf Wieners/Tina Berns (WIENERS + WIENERS)
Media placement: Email - WIENERS + WIENERS Customers - 10.01.2011

Describe the brief/objective of the direct campaign.
In this globalised advertising world, quick translations are becoming ever more important. Handy, then, that language service provider WIENERS+WIENERS offers an extremely fast translation service. We wanted to communicate this using an e-mail shot to existing and new customers of WIENERS+WIENERS. As the target group comprises agencies and advertising companies who are extremely busy and well used to advertising campaigns, the message needed to be particularly surprising and eye-catching.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed the first mail shot in the world that translates itself. When recipients opened the email, they expected a normal letter about WIENERS+WIENERS’s translation services. All of a sudden, they saw the letter being translated as if by an unseen hand. From left to right, the German text was transformed word by word into English. The message? ‘No one translates more quickly.’ With just one click, recipients were taken straight to the WIENERS+WIENERS contact page to find out more.

Explain why the creative execution was relevant to the product or service.
The idea showcased WIENERS+WIENERS’s translation services in a simple, quick and surprising way. It enabled us to pique the interest of a busy target group that is well used to advertising campaigns. The idea fits in very well with the quick translation service provided by WIENERS+WIENERS because the message not only promotes the company, but also provides proof that it is capable of doing what it says it can.

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 e-mail shot was sent to a total of 1,429 people. The result? A click rate of 34 per cent and an average increase in translation orders of 22 per cent in the subsequent months.