Category: Best Online Advertising in a Promotional Campaign
Advertiser: SPORTSCHECK
Product/Service: SPORTSCHECK
Agency: OGILVY GERMANY
Chief Creative Officer: Michael Kutschinski (Ogilvy Germany)
Creative Director: Uwe Jakob (Ogilvy Germany)
Technical Director: Jens Steffen (Ogilvy Germany)
Art Director: Collja Lorig (Ogilvy Germany)
Junior Art Director: Joschka Wolf (Ogilvy Germany)
Copywriter: Sebastian Kraus (Ogilvy Germany)
Application Engineer: Isabell Grasshoff (Ogilvy Germany)
Strategy Manager/Planning: Larissa Pohl (Ogilvy Germany)
Art Buyer: Martina Diederichs (Ogilvy Germany)
Account Management: Larissa Pohl (Ogilvy Germany)
Advertiser´s Supervisor: Carsten Schuerg (SportScheck)
Media placement: E-Mail - Mobile E-Mail To IPhone Users - 27. December 2011
Describe the objective of the promotion.
The year draws to a close. The time of good intentions begins: more exercise, less couch time. But all too early, the old habits are back, and the good intentions are forgotten just as quickly as the old year.
For 2012, SportScheck wanted to change this. An innovative newsletter was to motivate existing customers to put their sporty intentions into practice and thus intensify online sales.
Describe how the promotion developed from concept to implementation.
True to the motto 'We do sports', SportScheck this year sent out the first newsletter with motion control. Only those who did some exercise could actually read the newsletter and reward themselves.
After opening the mail, a personified layer of Christmas fat covered the newsletter. It reminded of all the sins committed during the old year, and the good intentions for the new year. By means of movement, users could fight the Christmas fat and uncover the newsletter. The reward: a 20%-off rebate voucher they could redeem directly within the newsletter to buy new equipment for tackling those athletic goals.
Explain why the method of promotion was most relevant to the product or service.
Sporty Newsletter is the first newsletter you have to work hard for. Its innovative motion control surprised customers and motivated them in a playful way to realise their sporty intentions for 2012. The personified Christmas fat was the perfect insight to drive people to the online store during the lazy time between Christmas and New Year’s Day.
Finally the Sporty Newsletter reflects everything SportScheck is about: fun, sports and the best equipment for it.
Describe the success of the promotion with both client and consumer including some quantifiable results.
We do sports. Germany joins in: Overall 10.2% vouchers were redeemed directly in the online shop and effected a 8.5% boost in sales of products featured in the newsletter.