Category: Fast Moving Consumer Goods
Advertiser: COUNTRY SHOP
Product/Service: PET SHOP
Agency: E|OU MKT DE RELACIONAMENTO
Vice President/Creative Director: Eduardo Rodrigues (e|ou)
Vice President/Planning Director: Eduardo Soutello (e|ou)
Vice President/Account Director: Fábio Souza (e|ou)
Art Director: Renato Takahashi (e|ou)
Copyright: Vítor Leal (e|ou)
Graphic Producer: Beatriz Manhas (e|ou)
Marketing Director: Júlio Marques (Country Shop)
Media placement: Direct Mail - Client's database - 16/01/2012
Describe the brief/objective of the direct campaign.
Country Shop consists of 2 pet shops located on the Raposo Tavares highway in São Paulo, Brazil. The store wanted to attract dormant clients so that they would start going to the store again. The aim was to get 40 clients to take up the offer by making purchases or using one of the store’s services (mainly pet bathing and grooming).
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We selected 210 of the store’s clients who had not been back there for over 10 months. We sent them a direct mailing with an offer (20% discount) to purchase products and/or receive a bath for their pet with every 5 baths booked.
Explain why the creative execution was relevant to the product or service.
We decided to transform Country Shop’s means of communication by sending out a direct mailing to the dog, not to the owner. The mailing’s information was written in ‘doglish’ – a ‘language’ which only dogs can understand. In the direct mailing’s footnotes there was a personalized QR Code for each client (or a URL) which took the dog owner to a translation of this message.
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.
56% return rate. Return on investment equal to 145.27%.