C. Josef Lamy DM THE PEN CHOIR by Ogilvy & Mather Frankfurt

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THE PEN CHOIR

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Industry Stationery
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Frankfurt
Creative Director Dieter Denk
Art Director Ulrike Blum
Copywriter Kirsten Rollig
Released November 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: C. JOSEF LAMY
Product/Service: WRITING IMPLEMENTS
Agency: OGILVY FRANKFURT
Date of First Appearance: Nov 15 2010
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/lamy/penchoir
Creative Director: Dieter Denk (Ogilvy)
Art Director: Ulrike Blum (Ogilvy)
Account Executive: Peter Raesch (Ogilvy)
Copywriter: Kirsten Rollig (Ogilvy)
Strategy / Concept: Ulrike Blum/Kirsten Rollig (Ogilvy)
Animation / Illustration: Gunter Rubin (Ogilvy)
Vocals and Arrangement: Matthias Keller (Ogilvy)
Audio Production: Sinus AV Production (Ogilvy)
Programming: Frank Schwarzhoff/Jens Steffen (Ogilvy)
Art Buying: Martina Diederichs (Ogilvy)
Media placement: E-Mail And Microsite - Corporate Website Lamy - 11/15/2010

Describe the brief/objective of the direct campaign.
It happens every year – before you know it, it’s Christmas again. For Lamy, one of Germany’s leading manufacturers of writing implements, that was a good opportunity to score with B2B customers. How? By highlighting a little-known benefit: surprisingly fast production and delivery times.

Target audience: 6.000 Lamy B2B clients and 4.500 clients of Lamy business partners (i. e. promotional products wholesaler).

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
After the deadline for orders from Asia had long passed, Lamy sent out a special offer by e-mail: the LAMY pur, (one of the best selling pens in the B2B segment) ordered by 10 Dec., delivery guaranteed before Christmas. Including a printed inscription! To get into the Christmas groove, the pen itself offers a seasonal “Thank You” – a Flash choir of five LAMY pur “voices” belts out a syncopated rendition of “Jingle Bells”

Explain why the creative execution was relevant to the product or service.
This was the first-ever performance of a Christmas carol by Lamy pens.

The Christmas surprise was an apt and seasonal way of driving both customer relationships and sales.

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 response to the Christmas choir was overwhelming. It exceeded expectations by over 150 %, and generated a fantastic ROI.

Orders generated: 236
Total order volume: EUR 106,000
Costs (agency fee excluded): EUR 4,200

Plus, there was enthusiastic feedback from Lamy B2B clients via web, telephone and e-mail. Although the pen choir was only sent out to approx. 10.000 B2B clients, it spread widely across the web, counting more than 356,000 hits.