Mailings: Who dares, wins
Swiss Post had set itself the goal of inviting high-ranking marketing decision-makers from the financial sector to an event. The slogan "IF YOU CAN'T WIN A GAME - BREAK THE RULES" was used to address people who are open to new approaches. The aim of the campaign was to inspire those who had been contacted to take part in the event. The rule-breaking that underlies every "Gamechange" became a memorable experience as soon as the mailing was opened - by bending the corrugated cardboard, the lateral thinkers reached the invitation.The invitation had an effect on the exclusive target group of marketing decision-makers. Without further action, 8 % of those contacted registered for the event without further ado. A further 11 % were won over to the event by a follow-up telephone campaign. The almost unbelievably high recall rate of 84 % to the mailing meant that the follow-up campaign was so successful.Interview Sabrina Aeby, Communication Post CH AGMK How is the cost-benefit ratio of the campaign presented?SABRINA AEBY The effort paid off. We approached a "courted" target group segment. We had to convince them to register for the event with a creative and unusual mailing campaign. The investment paid off due to the high number of registrations and the positive feedback.MK Did the campaign meet your expectations?AEBY Our expectations were met with the "Gamechanger Campaign". We managed to achieve a high response rate with the mailing among high-profile marketing decision-makers from the financial sector.MK Did you receive feedback on the way the campaign was conducted?AEBY The campaign was perceived as innovative and surprising. We received a lot of positive feedback.SVP advertising material was reused to draw the attention of media agencies and advertisers to the increased readership of WOZ. Image: WOZ
The left-wing weekly WOZ writes against the mainstream and the slide to the right under the motto "Leisten sich eine eigene Meinung" ("Have your own opinion"). It is doing so with increasing success. The aim of the mailing campaign was to draw the attention of media agencies and advertisers to the growing readership.WOZ communicated its success with a confetti mailing. This was not carnival confetti, but punched original SVP advertising material. In a unique recycling process, the collected SVP advertising material served as free material for the confetti production. In this way, the SVP unintentionally "took over" the printing and material costs for the confetti campaign. This unusual campaign thus won the Gold Award in the Mailing 3D category.
Interview Claudia Gillardon, Product Manager WOZMK How is the cost-benefit ratio of the campaign presented?CLAUDIA GILLARDON The campaign - with a relatively modest budget - went very well. Firstly, because the idea was very original, and secondly, because we had good news to report: We were one of the few print titles to increase our readership in 2016. In absolute figures, this corresponds to 39,000 readers. Thanks to the mailing campaign, we were able to record an increase in sales in the advertising business.MK Did the campaign meet your expectations?GILLARDON Completely. However, it was something for "long-distance runners". Because the production of this mailing took a long time, for example, because of the procurement of the SVP advertising material, we started with the Mach-Basic-2016-1 figures in the spring of 2016. Because the whole thing dragged on, the new numbers came in early fall. Therefore, we had to reprint the tabs.MK Have you received any feedback on the campaign? If so, in what form?GILLARDON Various recipients from media agencies and advertisers reacted to the mailing with amusement and surprise. The gold award in the 3D category at the SDV Awards confirmed once again that recycling was (and is) a good idea.
