Acquisitie - Kanaal - Creativiteit - Direct Mail - Objectives - Toerisme & Vrije Tijd

The Power Paper

11/10/2010

According to a study from the Federal Ministry of Health, 58% of Germans are overweight. Kingdom of Sports, one of Germany’s biggest gyms, saw there was a great opportunity for growth. But they needed to find a way to motivate their target audience to start exercising.

Idea

The mailing was printed on paper made from a special paper-polyester mix, which was impossible to rip or tear. The letter was stronger than the reader and in itself provided an incentive to start going to the gym.

strong paper 1

The copy challenged the recipient to tear the letter in half and win free membership of the gym for a year. If they couldn’t tear the letter (and they couldn’t) they were offered free membership for a month.

strond paper 2          strond paper 3

Results

There was a 23% uplift in more new members at Kingdom of Sports compared to the same time last year.

Our thoughts

The word ‘interactive’ is generally supposed to mean some sort of online engagement. But, actually, mail was the original interactive medium. It gets people to do things like no other medium can. In this case, it gets people to test their strength and there would have been much embarrassed laughter when recipient after recipient discovered he or she was too weak to perform what should have been a simple exercise.

Intelligent and involving with impressive results.

Agency:
Kolle Rebbe GmbH

Client:
Kingdom of Sports

Product:
Gyms, Fitness

Title: The Power Paper

Media:
Direct Mail

Country:
Germany

Date of campaign: January 2014

 

Creative team

Executive Creative Director: Sascha Hanke

Unit Creative Directors: Jens Theil, Christian Kroll

Creative Directors: Sandra Gelewski, Ales Polcar, Constantin Sossidi

Art Director: Hannah Ziegler

Copywriter: Benjamin Waldt

Graphics: Krystina Jakob, Alexej Kirk

 

Production credits

Production: Martin Luhe

Company: Thinkprint GmbH

 

Other credits

Account Management: Nina Schack

Stéphane Verbrugge
Stéphane Verbrugge

Media Community manager bpost business

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