Woz Die Wochenzeitung DM ADS SUCK WHEN YOU’RE READING by Leo Burnett Zurich

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ADS SUCK WHEN YOU’RE READING

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Industry Newspapers
Media Direct marketing
Market Switzerland
Agency Leo Burnett Zurich
Creative Director Peter Bronnimann
Art Director Pablo Schencke
Copywriter Johannes Raggio
Released May 2011

Credits & Description

Category: Flat Mailing
Advertiser: WOZ DIE WOCHENZEITUNG
Product/Service: THE LEFT WING NEWSPAPER
Agency: SPILLMANN/FELSER/LEO BURNETT
Creative Director: Peter Brönnimann (Spillmann/Felser/Leo Burnett)
Copywriter: Johannes Raggio (Spillmann/Felser/Leo Burnett)
Art Director: Pablo Schencke (Spillmann/Felser/Leo Burnett)
Media placement: Flat Mailing - 400 Send To Potential Readers/subscribers/contributors - 25. May 2011

Describe the brief/objective of the direct campaign.
In the left wing weekly newspaper WOZ, you find less advertising space than in other newspapers. With a donation to ProWOZ one will ensure that WOZ still manages to get by with little advertising. This mailing was sent to potential subscribers and readers.
The mailing volume: up to 400 were sent out.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
WOZ is neither driven by ads, nor by the economy and therefore is also editorially independent. They would like to stay that way and keep advertising space to a minimum.

Explain why the creative execution was relevant to the product or service.
WOZ is independent and wants to keep it that way, so this mailing came right along that line - with its witty written text.

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.
Upon receipt contributions to ProWOZ were made and new subscriptions directly placed over www.woz.ch.