Category: Dimensional Mailing
Advertiser: MÔME
Product/Service: CLOTHES
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: Félix Martins (e|ou)
Copyright: Gabriela Kimura (e|ou)
Illustrator: Renato Takahashi (e|ou)
Production Director: Roberta Gregório (e|ou)
Production Manager: Bárbara Almeida (e|ou)
Graphic Producer: Beatriz Manhas (e|ou)
Marketing Director: Clarissa Renno Pimentel (Môme)
Media placement: Direct Mail - Client's database - 01/11/2011
Describe the brief/objective of the direct campaign.
Môme is a children’s clothes store located in one of the most desirable neighbourhoods of the city of Belo Horizonte, Brazil, and our challenge was to increase end of year sales, taking the average spending by the store’s best clients to over U$ 250.00.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
After analysing the store clients’ purchasing patterns, we selected 150 of the most important and sent out a direct mailing offering progressive discounts of 10% to 15% on purchases over U$ 250.00. This represented an average spending higher than that of the selected clients.
Explain why the creative execution was relevant to the product or service.
The lollipop is a direct reference to childhood and it lies in an adult’s mind as a memory of a happy past. With this in mind, we developed a personalised direct mailing, printed on fabric and wrapped in the shape of a lollipop. We avoided including the name on the outside of the ‘lollipop’ in order to boost the recipient’s curiosity that much more.
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.
Response rate of 36%. Return on investment equal to 209.65%.