One pair of briefs for all customers
Direct Marketing IV The St.Gallen-based DM service provider Trendcommerce has given itself a market-oriented group structure and expanded its range of services. Fisch Meier Direkt accompanied the company's development in an integrated campaign.
Direct Marketing IV The St.Gallen-based DM service provider Trendcommerce has given itself a market-oriented group structure and expanded its range of services. Fisch Meier Direkt accompanied the
entrepreneurial development in an integrated campaign.
Trendcommerce responded to the needs of the market by expanding and restructuring its group. As a result, it has defied the slump in the communications industry this year and increased its order volume and market share. The Trendcommerce Group now comprises three areas of expertise and offers - according to the claim - "genuine full service for direct marketing". The comprehensive range of services has not been put together by chance or grown from historical roots. Rather, it follows the claim to offer every client tailor-made solutions for their direct marketing needs, explains consultant Gabriele Knus. "The Trendcommerce Group positions itself accordingly with the promise: 'Customization for your direct communication'."
When developing a creative advertising idea, the aim was to kill several birds with one stone: advertising agencies, direct clients, existing customers and prospects were to be approached. The relevant contact persons were identified by means of telephone pre-qualification in order to ensure the communication chain with the target group. The declared aim was to introduce the company to the companies contacted in a personal presentation.
The creative team around CD duo Gilbert Fisch and Remo Bachmann from Fisch Meier Direkt took the communication brief "made-to-measure" quite literally. And so they came up with a solution centered around a very real pair of briefs. The one-size-fits-all unisex underpants ironically dramatize the impossibility of achieving a solution with a perfect fit using standard products.
A step above the beltThe advertisers paid no less attention to sending the unusual intimate mail: the briefs were packaged in a transparent envelope. "As a result, hardly any of these envelopes are likely to have remained unopened," says Gabriele Knus with a grin.
Surprised or amused by the unusual mail, the next step - making an appointment with Trendcommerce by telephone through the Group's own CallWorld - was already pre-programmed. Those who were not reached in the follow-up campaign subsequently received a corresponding reminder card, punched in the unisex brief shape. "Once the appointment had been successfully arranged, the next step was to get above the belt," explains Strategic Planner Ellen Gundrum. This was achieved by sending an appointment confirmation with a sewing kit and the motto "So that everything fits and lasts".
The DM campaign was supported with advertisements in the advertising week that communicated the "one size fits all" advertising idea in the same style - with one-size-fits-all latex gloves glued in. In other specialist titles, the idea was realized photorealistically with the subjects "latex gloves" and "briefs".
One pair of briefs for all: daring image play with intimacy.
entrepreneurial development in an integrated campaign.
Trendcommerce responded to the needs of the market by expanding and restructuring its group. As a result, it has defied the slump in the communications industry this year and increased its order volume and market share. The Trendcommerce Group now comprises three areas of expertise and offers - according to the claim - "genuine full service for direct marketing". The comprehensive range of services has not been put together by chance or grown from historical roots. Rather, it follows the claim to offer every client tailor-made solutions for their direct marketing needs, explains consultant Gabriele Knus. "The Trendcommerce Group positions itself accordingly with the promise: 'Customization for your direct communication'."
When developing a creative advertising idea, the aim was to kill several birds with one stone: advertising agencies, direct clients, existing customers and prospects were to be approached. The relevant contact persons were identified by means of telephone pre-qualification in order to ensure the communication chain with the target group. The declared aim was to introduce the company to the companies contacted in a personal presentation.
The creative team around CD duo Gilbert Fisch and Remo Bachmann from Fisch Meier Direkt took the communication brief "made-to-measure" quite literally. And so they came up with a solution centered around a very real pair of briefs. The one-size-fits-all unisex underpants ironically dramatize the impossibility of achieving a solution with a perfect fit using standard products.
A step above the beltThe advertisers paid no less attention to sending the unusual intimate mail: the briefs were packaged in a transparent envelope. "As a result, hardly any of these envelopes are likely to have remained unopened," says Gabriele Knus with a grin.
Surprised or amused by the unusual mail, the next step - making an appointment with Trendcommerce by telephone through the Group's own CallWorld - was already pre-programmed. Those who were not reached in the follow-up campaign subsequently received a corresponding reminder card, punched in the unisex brief shape. "Once the appointment had been successfully arranged, the next step was to get above the belt," explains Strategic Planner Ellen Gundrum. This was achieved by sending an appointment confirmation with a sewing kit and the motto "So that everything fits and lasts".
The DM campaign was supported with advertisements in the advertising week that communicated the "one size fits all" advertising idea in the same style - with one-size-fits-all latex gloves glued in. In other specialist titles, the idea was realized photorealistically with the subjects "latex gloves" and "briefs".
One pair of briefs for all: daring image play with intimacy.
Luca Aloisi
