Category: Dimensional Mailing
Advertiser: AUTOHAUS MOLL KAARST
Product/Service: CAR DEALER
Agency: GREY WORLDWIDE
Chief Creative Officer: Roland Vanoni/Andreas Henke/Sacha Reeb (Grey Worldwide)
Creative Director: Marc Schellenberg/Joerg Holtkamp (Grey Worldwide)
Art Director/Designer: Reto Oetterli (Grey Worldwide)
Copywriter: Janus Hansen (Grey Worldwide)
Account Executive: Julia Heckmann (Grey Worldwide)
Agency Producer: Torsten Gerst (Grey Worldwide)
Director Of Production/Technical Management: Peter Engel (Grey Worldwide)
Technical Implementation: Matthias Renner (Grey Worldwide)
Graphic Designer: Reto Oetterli/Xymena Duzy (Grey Worldwide)
Film Production/Cinematographer: Julius Krenz/Aaron Rositzka
Audio Production: (Studio Funk)
Composer: Heiko Albrecht
Post Production: Aaron Rositzka
Editor: Julius Krenz
: (Moll Gruppe)
: (Cutall.de)
: (GMG Computerstickerei)
Media placement: Mailing - Personally Addressed - 01 March 2012
Describe the brief/objective of the direct campaign.
MOLL Group Germany sells top-of-the-line pre-owned luxury cars at great prices. An Aston Martin, for instance, after only 2 years on the road, can be purchased for as low as half the original price. MOLL needed an idea to boost sales for their March promotions to a target group that was small and consisted of very wealthy customers. We needed to grab their attention in order to stand out in the luxury segment.
Insight: MOLL offers outstanding luxury and great discounts – two obvious opposites.
This became the springboard for the campaign.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
‘The world’s most expensive discount mailing’ combined the 2 complete opposites: outstanding luxury and great discounts. The mailing, which was handmade with original luxury car materials using loud discount design, was hand delivered with a sample of MOLL’s luxury cars. The customers were invited to a special event in the MOLL showroom where the mailing was placed alongside more handcrafted POS material.
Explain why the creative execution was relevant to the product or service.
Normally high-end luxury brands take themselves very seriously so in this case, the humour was a perfect way to stand out in the crowd. Unlike most other discount mailings that are carelessly tossed in the trash, it became a collector’s item and, on top of that, tapped into a simple truth: wealthy people also enjoy saving money.
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.
This unconventional mix of luxury and discount was very well received by the target group. During the promotion period, sales went up 200% – that's 6 very expensive cars. Due to these high price tags, the expensive discount mailing more than paid off.