THE BURGLED LETTER by Demner, Merlicek & Bergmann for Actual Fenster

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THE BURGLED LETTER

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Austria
Agency Demner, Merlicek & Bergmann
Art Director René Pichler
Copywriter Alistair Thompson
Released December 2009

Awards

Caples Awards 2010
Direct Mail & Print Direct mail, flat (501 to 10,000 pieces) Bronze

Credits & Description

Category: Flat Mailing
Advertiser: ACTUAL FENSTER
Product/Service: WINDOW MANUFACTURER
Agency: DEMNER MERLICEK & BERGMANN
Date of First Appearance: Dec 18 2009 12:00AM
Entrant Company: DEMNER MERLICEK & BERGMANN, Vienna, AUSTRIA
Creative Director, Copywriter: Sebastian Kainz (Demner, Merlicek & Bergmann)
Creative Director, Art Director: Hannes Boeker (Demner, Merlicek & Bergmann)
Art Director: René Pichler (Demner, Merlicek & Bergmann)
Copywriter: Alistair Thompson (Demner, Merlicek & Bergmann)
Graphics: Lukas Hueter (Demner, Merlicek & Bergmann)
Desktop Publishing: Sarah Spanring, Johannes Vater (Demner, Merlicek & Bergmann)
Production: Norbert Rabenseifner (Demner, Merlicek & Bergmann)
Account Manager: Anna Mayer (Demner, Merlicek & Bergmann)
Media placement: Bugled Letter (Window Envelope) - Letters Sent Via Post - 18th Dec. 2009
Describe the brief/objective of the direct campaign.
An increase in burglaries and the media coverage which accompanied them had made Austrian home owners more aware of the need for safety. Window manufacturer ACTUAL met these needs with a 10% price off promotion for Actual security windows and asked for low budget direct campaign to announce it. Target audience were existing clients as well as prospects.
Explain why the creative execution was relevant to the product or service.
The direct mailing (window envelope) itself was the proof how easy you can become a victim of burglary because of an insecure window. Therefore it was also very relevant. The strength was the ultimate reduction of the message, the media itself was the message.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To show how quickly you can become a victim of burglary yourself without a security window, ACTUAL sent 'the burgled letter' to 850 customers and prospects. Therefore we broke up each window from the window envelope. Inside there was nothing left, the envelope was mugged like a flat. Only a short message, stamped on the inner surface of the envelope: 'Everything gone? Get an ACTUAL security window. Now with a 10% price off until December 31th. For detail go to www.actual.at'
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.
In response to 'the burgled letter' the traffic on the ACTUAL website increased by 21%. From the 850 receivers we had a response rate from 16% via web and phone calls. 6% finally bought new security windows, that are 51 new clients with an business volume up to 610.000 euros. The costs for the 850 stamped envelopes postal service included were 1.650,– Euros, so this direct mail was the most efficient advertising ACTUAL ever did.