Category: Direct Marketing

Coca-Cola Light: The Return of Love

In 2009 Coca-Cola Light was taken out of the Brazilian market. But even after its five year absence, 99% of the Brazilians still had the brand in their minds. So for their 2014 relaunch they identified 150 influencers that were also real Coca-Cola Light lovers. Then a special handmade suitcase was delivered to each one of them. The suitcase contained a personal letter with the relaunch news and a ritual to send the Coca-Cola Light cans to special friends with their names handwritten on it. The results…

The Office Turntable

Demo CD’s created by music labels are often treated like spam. So to promote the new track from DJ Boris Dlugosch, Kontor Records in Germany decided to send out an orange vinyl along with a 2D turntable as part of the direct mailing.

The people who received the mailing activated the turntable by scanning the QR code on it. This simple action enabled the missing piece of the turntable on the users smartphone which allowed them to play the music. The mailing was a huge success as 71% of the 900 turntable QR codes were activated.

Billboard On Hold Jam Session

Billboard Magazine features the best of pop music and entertainment in Brazil, and according to them waiting on hold is one the most boring music moments ever. So their ad agency AlmapBBDO created the “On Hold Jam Session” that made the moment into a fun interactive experience and showed the magazine’s concept of music and entertainment.

To make the magazine subscribers aware of this new on hold feature, they sent direct mails explaining how one could jam along with their phone buttons when they were put on hold at Billboard Magazine.

The Bluemotion Label

77% of magazines along with their ads end up in the trash. This is a huge waste of paper. So when Volkswagen wanted to create a campaign to promote the eco-conscious thinking behind its BlueMotion vehicles, their ad agency Ogilvy developed a print insert that got the people of Cape Town to recycle the magazines via the cities post boxes!

Austria Solar Annual Report 2011

Solar energy is the key area of business for Vienna based Austria Solar. Their ad agency Serviceplan was given the task to develop a surprising and attention grabbing annual report that not only puts solar energy to paper, but also positions Austria Solar as a consistently innovative industry organization in the Austrian solar sector.

So a special printing process was used that allowed the content of the individual pages only to become visible when sunlight fell on it! 😎 The finished report was then wrapped in a light-proof foil and sent to the members of the Austrian solar organization along with various representatives from business and politics.

Jeep Compass

One of the oldest and most effective ways to sell a product is with a good demonstration. Leo Burnett Brussels took this approach and gave it a fresh, fun spin. They strapped some cameras on a few Jeep Compasses and set out to discover the most remote post locations they could find. Direct mailers were then shipped from these far-flung places that pointed recipients to a site where they could follow the journey and see the Compass in action.

It was a simple idea with a big impact. Take a look below…

Books-Fresheners


View a larger image by clicking on the above.

Till 1990’s Russia was the most reading country in the world. Now people read less. Chain of bookstores “100 000 books” decided to remind people about the necessity of reading.

The insight ad agency Voskhod had was that one place where all people still read is the toilet. When there are no books, people read anything that is at hand and that is mostly air fresheners. So they created fresheners with fragments of world best-sellers printed on them.

These Books-Fresheners appeared in toilets across malls, business centers, offices, restaurants and household stores. Books-Fresheners gained popularity and after one month of promotion the attendance at “100 000 books” grew by 23%. With such success, “100 000 books” have decided to start selling the Books-Fresheners in their outlets as well.

Mercedes-Benz Sprinter applies for a job

In order to get more companies to buy the Mercedes-Benz Sprinter, german ad agency Lukas Lindemann Rosinski actually got the Sprinter to apply for a job. In order to do this they came up with the worlds first printing type tyre. This enabled the Sprinter to write its own letters of applications, all on its own. 😎

Dortmund Concert Milk

With the best acoustics and world class artists, you can experience music as never before in the Dortmund Concert Hall. However, it is not easy for the Concert Hall because the majority of the population is not particularly interested in this kind of music.

German ad agency, Jung von Matt was given the challenge to develop a campaign for the 2010/2011 season which would encourage more people to visit the Concert Hall. So they enabled people to experience music as never before: with their sense of taste! Scientists have proven that classical music makes cows produce more milk, which is why they let cows listen to the music of selected artists from the new season.

The milk produced was sold in shops as ‘Dortmund Concert Milk’ and was offered in nine varieties. Each bottle contained further information about the DCH season.

More details at www.konzertmilch.de.