Advertiser: PITSCH SPORT, SWITZERLAND
Agency: AGENTUR AM FLUGHAFEN
Category: Fast Moving Consumer Goods
Advertising campaign: SKI WAX LETTER
Account Director: Miriam Egli (Agentur am Flughafen)
Creative Director: Rene Eugster (Agentur am Flughafen)
Copywriter: Patrick Lindner (Agentur am Flughafen)
Designer: Valeria Hörler (Agentur am Flughafen)
Art Director: Dominique Rutishauser (Agentur am Flughafen)
Outcome
Despite the mild weather, the ski season is going well at Pitsch Sport in Gossau. Already on the first weekend after dispatch, the sports retailer recorded a 200% increase in store traffic. But that’s not all: even with no snow in lower-lying areas, sales were boosted by 15% in three weeks.
Client Brief Or Objective
After a brief snowy interval at the end of October, Switzerland continues to enjoy pleasantly mild temperatures. For the time being there’s no snow in sight, which is not exactly encouraging for winter trade if you’re in the sports business. So something proactive needed to be done to increase traffic in Pitsch Sport stores and to thus stimulate sales of ski services and new equipment.
Execution
For the first time a letter was printed on waxing paper, which could be applied to the skis right after reading it.
Implementation
Existing and selected potential customers were sent a letter encouraging them to pay a visit to Pitsch Sport. However, it was no ordinary letter that was sent to Pitsch customers; it was actually printed on wax paper. This meant that after reading it, customers could simply screw it into a ball and wax their skis with it. And if it so happened that the skis became slower after waxing – contrary to expectations – then Pitsch Sport guaranteed a ski service on the house.