Category: Flat Mailing
Advertiser: CITROËN
Product/Service: CITROËN
Agency: FORMITAS
Account Director: Peter Došen (Formitas D. O. O.)
Creative Director: Ana Ivandič (Formitas D. O. O.)
Art Director: Blaž Ritmanič (Formitas D. O. O.)
Copywriter: Blaž Kocjančič (Formitas D. O. O.)
Media placement: Direct Marketing - New Year Greeting - Mail - 20 December 2011
Describe the brief/objective of the direct campaign.
At the beginning of the winter season, Citroën became a sponsor of the Slovenian Alpine Ski Team. To enhance awareness of the sponsorship, our task was to create a New Year greeting card, wishing all the best to Citroën business partners, concessionaries, media and Citroën owners, and at the same time inform them of Citroën sponsorship of the Alpine Ski Team.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With the overflow of online greeting cards in circulation in this time of the year, we decided to prepare a classical print card, enriched with an interactive feature. Our goal was to actively involve recipients in the communication and simultaneously raise awareness of Citroën sponsorship.
The central part of the envelope was made of transparent foil, on which giant slalom gates were printed. When recipient pulled the greeting card out of the envelope, the skier printed on the card passed through the gates and crossed the finish line, revealing the message that read: 'We wish you to cross the finish line as a winner in all areas in 2012'.
Explain why the creative execution was relevant to the product or service.
The idea and the creative execution of Citroën’s New Year communication represent a simple, efficient and unobtrusive way of combining a greeting card with information about sponsorship. Citroën’s mission has always been to bring its drivers safely to the finish, and with the sponsorship, Citroën will help Slovenian skiers to successfully cross the finish line as well. 3 key communication elements – a greeting card, sponsorship, and the basic mission of Citroën – are combined into a single message, reaching the finish successfully.
This communication involved audiences in the essence of Citroën's mission and in the message about the sponsorship.
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.
We received numerous positive responses to this year’s New Year communication from all stakeholders. Concessionaires sent many requests to receive additional cards, which they wanted to send to their customers. The high demand called for the reprint of the greeting cards. Media responses showed that public awareness of Citroën sponsorship was raised.
That the message of the communication really came through to Citroën's stakeholders can be seen from a great number of inquiries in January in which business partners asked if it would be possible to get any sponsorship ticket for Alpine Skiing World Cup events.