Closed Print THE FOUR OF WOOLGA by Gurtlerbachmann

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Print, Magazine & Newspaper
Market Germany
Agency Gurtlerbachmann
Copywriter Matthias Hardt
Released November 2011

Credits & Description

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

Describe the objective of the promotion.
The brief was to push the winter sale of the clothing brand CLOSED.

Describe how the promotion developed from concept to implementation.
4 woollen sock packagings 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 or Baby.

Explain why the method of promotion was most relevant to the product or service.
With any purchase of €50 in a CLOSED store every customer received a woollen sock packaging for free.
When they had all 4 boxes they were easy to stick into each other like Russian Matroyshka dolls. To push the winter sale a promotion was developed, which encouraged people to collect and play.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Four of Woolga were well received by the CLOSED customers. Because of the eye-catching promotion the CLOSED customer card order increased by 15% compared to last year.