CARS by UNDERLINE for UNDERLINE

CARS

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Industry Advertising & Communication
Media Promo & PR, Case study
Market Czech Republic
Agency UNDERLINE
Art Director Petr Proksik
Client Service Director Dana Novakova
Released August 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: UNDERLINE
Product/Service: SELF PROMOTION
Agency: UNDERLINE
Date of First Appearance: Aug 1 2010
Entrant Company: UNDERLINE, Praha, CZECH REPUBLIC
Managing Director: Marek Ridky (Underline)
Client Service Director: Dana Novakova (Underline)
Art Director: Petr Proksik (Underline)
Media placement: Direct Mail - None - selfpromo - 1.8.2010

Describe the brief/objective of the direct campaign.
Our portfolio currently lacks any clients from the automobile industry. We wanted to address and capture the interest of management at leading automobile manufacturing companies in the Czech Republic and thus gain new business opportunities and new clients.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Automobile companies commonly use car models as part of their merchandising. We used this fact and decided to incorporate a car model into our creative concept. We added figures to the model and thus surrounded the car with enthusiastic customers. The package bore the message: You make great cars, we create enthusiastic customers. We’ll show you how.
We carefully chose figures for each model so that we created a representative sample of a wide range of fans and amused the recipient with our choice. Each model is an original.

Explain why the creative execution was relevant to the product or service.
We made use of an element that is commonly used in communication by car manufacturers. They know this element very well and use it precisely because it works. We showed the addressees a common model in a completely new situation – we incorporated a story and humour into the communication and thus played on their emotions.

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 selfpromo met with success: we distributed direct mails to managements of 8 brands and we have reached one job.