THE FOUR OF WOOLGA by Gurtlerbachmann for Closed

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THE FOUR OF WOOLGA

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Direct marketing
Market Germany
Agency Gurtlerbachmann
Copywriter Matthias Hardt
Released November 2011

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: CLOSED
Product/Service: CUSTOMER CARD
Agency: GÜRTLERBACHMANN
Creative Direction: Uli Gürtler (Gürtlerbachmann Werbung)
Art Direction: Veronika Kieneke
Project Manager: Anna Lorenzen (Gürtlerbachmann Werbung)
Production: (Produktionsbüro Romey von Malottky)
Copywriter: Matthias Hardt (Gürtlerbachmann Werbung)
Media placement: Sock Packaging - Closed Stores - 21.11.2011

Describe the brief/objective of the direct campaign.
The brief was to push the winter sale of the clothing brand CLOSED.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
4 wool sock packaging for the whole family.
The set is made out of 4 boxes. On each box you will find 1 illustrated family member: Father, Mother, Child and Baby.

Explain why the creative execution was relevant to the product or service.
With a purchase of €50 in a CLOSED store every costumer received a wool sock packaging for free.
When they collected all 4 boxes they were easily to stack into each other like Russian Matryoshka dolls.
To push the winter sale a promotion was developed, which encourage people to collect and play.

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 4 of Woolga were well received by the CLOSED costumers. Because of the eye-catching promotion the CLOSED customer card order was raised to 15% compared to last year.