Step Carpet: Step On Step

Credits & Description:

Type of Entry: Use of Media
Category: Dimensional Mailing
Title: STEP ON STEP
Advertiser/Client: STEP CARPET
Product/Service: STEP CARPET
Entrant Company: TBWA\ISTANBUL, TURKEY
DM/Advertising Agency: TBWA\ISTANBUL, TURKEY
Creative Credits
Name Company Position
Ilkay Gurpinar TBWA\Istanbul Creative Director
Emre Kaplan TBWA\Istanbul Creative Group Head
Tuna Balkan TBWA\Istanbul Art Director
Sinem Özkan TBWA\Istanbul Account Director
Toygun Yilmazer TBWA\Istanbul Planning Director
Maral Bezircioglu TBWA\Istanbul Planner
Hakan Gülsoy TBWA\Istanbul Print Production
Ilkay Gurpinar TBWA\Istanbul Copywriter
Details
Describe the brief from the client:
Step is a worldwide rug brand manufacturing high-quality rugs. The brief was to launch the “The New Silk-Collection Step Rugs” in the best way possible. Our target audience are wealthy and design-conscious new customers who have not experienced walking on a Step rug ever before. The main strategy is letting people actually EXPERIENCE this new collection and EXPERIENCE the brand.
Creative Execution:
The name of the brand is Step. The object of the project is to make people step on these rugs. So the project name “Step on Step” worked perfectly for the branding and helped raise the awareness a lot. Even the project name itself made the brand more famous. Also, due to the economic crisis people go out shopping and visit the stores less and less. And this has been an opportunity to visit people who don’t visit us. The strength of the idea is letting people walk on Step rugs at their homes; experience them in their personal lives.
Describe the creative solution to the brief/objective.
We have seen that the fabric of this new selection is incredibly soft, pure silk. The challenge was, “How can you make people experience this softness, if they don’t come to your store?” You go to them! We decided to make an unconventional direct mail project. We wanted to communicate: Common Test-drive our Rugs. How? Wear these Rug Flip-flops! To make the project cool and highly appealing for the target audience we designed the packaging as well.
Describe the results in as much detail as possible.
To measure the effectiveness of the project we placed a coupon inside every package. People who came to the Step Stores with coupons got a 20% discount and free discovery from an interior designer. Step as a brand has a very niche target audience. We sent it to 400 people. We got 85% response on the project. 342 of these people bought a rug or an accessory from the Silk Collection. We also sent the flip flops to trend setters, celebrities and newspaper columnists. Spending only 5.000$ for the production we have reached over 100.000$ PR coverage in a month.