5 A Sec: WE KEEP WARDROBES HAPPY!

Credits & Description:

Advertiser: 5ASEC/BAECHLER SWITZERLAND
Agency: SAINT ELMO'S
Category: Dimensional Mailing
Production: Stefanie Mateyka (Saint Elmo's Interaction)
Creative Director: David Hofmann (Saint Elmo's Interaction)
Art: Andrea Prade (Saint Elmo's Interaction)
Creative Director: Arnulf Fornoff (Saint Elmo's Interaction)

Client Brief Or Objective
As part of their CRM (customer relationship management) strategies, the dry-cleaning chain 5asec/Baechler (market leader in Switzerland) was looking for a new idea for a customer loyalty mailing to send out to its 100 top customers towards the end of the year.

Implementation
The garments cleaned by 5asec/Baechler not only make their customers happy, but also keep the customers’ wardrobes happy. In this campaign the agency transformed a standard clothes-hanger into a 'Smiley Hanger'. The hanger was sent to the company’s best customers together with a gift voucher worth 50 Swiss Francs.

Outcome
By December 2012 72% of the gift vouchers had already been redeemed. As the vouchers are valid for 12 months, this campaign is still running.

Execution
The target group is always confronted with hangers. Transforming the hangers into a new form catches instant awareness.