RAPP: SEND 'EM ONE SOCK

Credits & Description:

Category: Special Editions & Promotional Packaging

Advertiser: RAPP GERMANY

Product/Service: MARKETING & COMMUNICATION SERVICES

Agency: RAPP GERMANY

Creative Director: Stefan Setzkorn (RAPP Germany)

Creative Director: Alexander Hansen (RAPP Germany)

Art Director: Jan Koellner (RAPP Germany)

Art Director: Claudia Bode (RAPP Germany)

Copywriter: Christopher Fink (RAPP Germany)

Copywriter: Tom Bennett (RAPP Germany)

Business Development Director: Sandra Graeber (RAPP Germany)

Final Art: Rebecca Heinsohn (RAPP Germany)

Final Art: Daniela Hopp (RAPP Germany)

Production Manager: Wolfgang Reinsberg (RAPP Germany)

Artbuying: Nina Diekmann (RAPP Germany)

Artbuying: Alexander Otchere (RAPP Germany)

Copywriter: Sandra Vidovic (RAPP Germany)

Printing Works: (Displaymanufaktur Hamburg Gmbh)

Media placement: Mailing - Postal Mailing - 4 October 2011

Media placement: Movie - Internet - 4 October 2011



Describe the brief from the client

RAPP Germany has recently transformed itself from direct and dialogue-marketing pioneers to one of Germany’s leading multichannel agencies. But how best to convince marketing decision makers that RAPP is their ideal new partner and motivate them to arrange a meeting?

Our creative team developed an innovative, attention-grabbing acquisition campaign that told the story of the birth of RAPP – and by definition – the story of the birth of direct marketing itself. The campaign was aimed at selected ‘hot prospects’ from our database to help RAPP Germany get its foot in the door – and jam it wide open.



Describe the challenges and key objectives

Selected marketing managers were sent a mailing that contained a single sock – and the promise of the second if they arranged a personal meeting. The socks were hand-knit by our agency grandmas. A QR Code led to the socks’ making-of film.

Background information – direct marketing was born in 1965, the day agency founders Stan Rapp and Thomas L. Collins sent single white socks on behalf of a department store promising recipients the other sock the next time they visited the store.



Describe how you arrived at the final design

This was direct marketing at its finest. By referring to our agency’s heritage and re-launching its most legendary campaign, we proved that powerful communication can transcend time and still retain originality and effectiveness. With both our creative idea and its execution, we were able to soundly demonstrate that RAPP understands the business of direct marketing – it is in our genes. Our approach combined a highly personal element together with the serious business proposition RAPP has to offer.



Give some indication of how successful the outcome was in the market

The response figures were as sensational as the socks themselves. Highly acclaimed by everyone, 32 out of 40 prospects immediately made contact after receiving the mailing. The agency secured appointments with 22 potential clients who all became the proud owners of a quality pair of hand-knit socks. 2 weeks later, RAPP Germany was already presenting new approaches and creative strategies to 2 new clients.