The wedding proposal by Demner, Merlicek & Bergmann for Xxx Lutz

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The wedding proposal

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Industry Household maintenance & pet products, Home Furniture, Retail, Distribution & Rental companies
Media Direct marketing
Market Austria
Agency Demner, Merlicek & Bergmann
Art Director René Pichler
Copywriter Alistair Thompson
Account Supervisor Andrea Kliment
Released September 2011

Awards

Caples Awards 2011
Direct Mail & Print Direct mail dimensional, under $5 cost per piece Finalist

Credits & Description

Category: Dimensional Mailing
Advertiser: XXXLUTZ / MOEMAX FURNITURE STORE
Product/Service: MOEMAX FURNITURE STORE
Agency: DEMNER
Account Supervisor: Andrea Kliment (Demner, Merlicek & Bergmann)
Account Management: Siegfried Kaufmann (Demner, Merlicek & Bergmann)
Account Management: Magdalena Draeger (Demner, Merlicek & Bergmann)
Creative Director: Alistair Thompson (Demner, Merlicek & Bergmann)
Creative Director: Rene Pichler (Demner, Merlicek & Bergmann)
Art Director: Rene Pichler (Demner, Merlicek & Bergmann)
Copywriter: Alistair Thompson (Demner, Merlicek & Bergmann)
Graphic: Lukas Hueter (Demner, Merlicek & Bergmann)
Production: Stefanie Richard (Demner, Merlicek & Bergmann)
Media placement: specially built coffee mug - Direct Mail - 30.September 2011
Describe the brief/objective of the direct campaign.
Mömax furniture stores launched a new service feature: your personal wedding list on the Mömax homepage. The client wanted us to inform the bonus club members in a very special way, while using a limited budget. The target audience were members of the Mömax furniture store bonus club, aged 20 to 35 - the most likely age to get married in Austria.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our customers received a jewellery box. When they opened it, they first saw a golden engagement ring. But when they tried to take it out, they realised, that the ring was actually the handle of a specially built coffee mug. Printed on the mug was our message informing the consumers about the Mömax wedding list:
'Receive a beautiful home as a wedding present.
Compile your personal wedding list on www.moemax.at”
Explain why the creative execution was relevant to the product or service.
The mug represented the Mömax furniture store, the ring on the handle the marriage. So Mömax bonus club members who were thinking about a marriage were immediately emotionally touched by our direct mail.
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.
Shortly after the mailing went out, there were several inquiries about Mömax wedding lists on the Mömax website: 30% more than was expected for the service launch. But the most surprising response was a couple that expressed the desire to be wed directly inside a Mömax store. The wedding will actually take place in the summer of 2012.