Weightwatchers: SPRING PICNIC PACK

Credits & Description:

Category: Flat Mailing
Advertiser: WEIGHT WATCHERS
Product/Service: WEIGHT MANAGEMENT
Agency: BMF
Date of First Appearance: Aug 25 2010
Entrant Company: BMF, Sydney, AUSTRALIA
Executive Creative Director: Dylan Taylor (BMF)
Art Director: Sian Binder (BMF)
Copywriter: Lucy Kough (BMF)
Agency Producer: Lisa Houatchanthara (BMF)
Group Account Director: Karen Martin (BMF)
Account Director: Joey Crosby (BMF)
Account Manager: Lex Higglett (BMF)
Head of Marketing Sciences: Rob Chandler (BMF)
Strategic Planner: Christina Aventi (BMF)
Media placement: Flat Direct Mail - Mail drop - 25 August 2010
Describe the brief/objective of the direct campaign.
The numbers of lapsed Weight Watchers members returning in Spring was in decline. We had to inspire people to try the plan again.
By associating the flexibility of the plan with the idea of spontaneity, we reminded people that it was possible to lose weight without missing out on all the fun of Spring.
We sent a brown paper bag (an impromptu picnic basket) with inspiring recipes printed on the back. The piece encouraged lapsed members to head out for a spontaneous Spring picnic and experience the brand once again.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A similar offer and approach in each Spring mailing meant numbers of lapsed members returning was in decline. We had to prove that Weight Watchers had changed in its overall approach in order to inspire people to try us again.
Explain why the creative execution was relevant to the product or service.
By aligning the idea of spontaneity in Spring with the flexibility of the Weight Watchers plan, we could remind members it was possible to lose weight without missing out on all the fun of the season. We sent lapsed members a beautiful paper picnic bag (with recipes on the back). Inspiration for them to act and experience the brand again, by heading out for an impromptu Spring picnic.
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.
While hard results are still being collected, anecdotal reports have been very positive with members posting comments on the Weight Watchers website and even sharing the recipes online, a clear indication that the
pack has re-energised old relationships with the brand.