Wunderman DM CONVERSATION IN A BOX by Wunderman Cologne

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Germany
Agency Wunderman Cologne
Executive Creative Director Uli Buesgen
Creative Director Monika Neumann
Art Director Anja Gottschling
Released April 2009

Credits & Description

Category: Traffic & Brand Building
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: WUNDERMAN , Cologne, GERMANY
Executive Creative Director: Uli Buesgen (Wunderman)
Creative Director: Monika Neumann (Wunderman)
Art Director: Anja Gottschling (Wunderman)
Senior Art Director: Ute Koecher (Wunderman)
Senior Copywriter: Christian Löck (Wunderman)
Media placement: Direct Mailing - Direct Mailing - 01.04.2009

Describe the brief/objective of the direct campaign.
Don’t make an advertisement – start a conversation! This Wunderman belief had to be packed into a striking new business mailing, aiming to deepen or initiate the dialogue with potential customers.

Explain why the creative execution was relevant to the product or service.
The mailing directly and playfully reflects the Wunderman idea of impactful conversations as the most efficient way to address customers and involve them with the advertiser's brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
If you want to be successful in dialogue marketing, it is crucial to address your customers in an individualised manner that reflects their needs and current situation. In this spirit, Wunderman inspires conversation – with a box of cards that contain personalised questions, tailored to the prospect’s business and market situation. These questions invite the recipient to start a dialogue – either with his colleagues or, even better, with his contact at Wunderman. For this purpose, the mailing contains a set of stamps with concise key messages that invite the recipient to give Wunderman quick and easy feedback …

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.
Our clients and prospects very much like the package and have given us a lot of positive feedback. It definitely helps to sustainably gain awareness of Wunderman’s core competencies.