DM Retention
GOLD
Flickr book / Single consumer
Agency: Jung von Matt AG
Client: Daimler AG
Mercedes-Benz automobiles generally inspire a great amount of pride in their owners; people love talking about and showing off their Benzes. That’s why this campaign from agency Jung von Matt AG, hosted in photo-sharing site Flickr, is so effective: it captures the love regular folks from around the world have for their wheels. In 2008, Mercedes-Benz sent out a series of Flickr photos featuring the iconic automobile from amateur and semi-professional photographers from around the world as part of its “Random Act of Kindness” mailing. This was a retention mailing sent to the car company’s prime customers, not meant as an advertisement for a particular product. Instead of sending snazzy images of the latest model, or some package filled with bells and whistles, Mercedes-Benz allowed its best customers to see how their fellow owners see their cars; in a style that is completely unvarnished and unique. When you add in Flickr users’ comments about the pictures they post, it gives a real insight for Benz owners into why other owners from around the world love their particular Mercedes-Benz. In turn, it likely made the recipient of the direct mail piece reflect on why they love Mercedes-Benz, and what their automobile means to them.
Creative Director Art
Andreas Summ
Creative Director Text
Michael Matthiass
Senior Copywriter
Daniela Krause
Art Director
Ina Ernesti
Executive Creative Director
Wolf Heumann
Dirk Haeusermann
Silver
Up Front / Single consumer
Agency: Wunderman Germany
Client: Lufthansa Germany
Lufthansa Germany wanted its Miles & More members to feel special. The hurdle was that though the frequent flier program offered good awards, the competition did too. Wunderman created a direct mail piece which presented a special award, two free upgrade vouchers and a little note that read, “a thank-you for your loyalty.” The note came in an envelope with an airplane on the outside in the style of boarding passes. Afterward, 5% of the recipients checked their miles balance and about a third of the vouchers were traded in through the end of 2007.
Executive Creative Director
Erik Backes
Creative Director
Cornel Frey
Senior Art Director
Melissa Seelig
Creative Supervisor Copy
Gregor Burk
Chief Creative Officer
Bernd Fliesser
Gardener’s Friends / Single consumer
Agency: Proximity London
Client: Volkswagen
The Golf Plus, Volkswagen Golf’s larger sibling, has a great market share of young families. But since this traditional market is saturated, Proximity London was challenged with how to reach a new audience. Enter the Gardener’s Friends campaign. The idea was to reach consumers in the 50-plus market by pushing the car as a great tool for gardening, a popular hobby among baby boomers and seniors. The campaign focused on the roominess of the car and how it can fit all kinds of gardening tools, from packets of seeds to lawnmowers. The car was pushed as a “new friend” to this audience through direct mail, which included a hardcover, illustrated book of gardener’s friends, and urged recipients to take a test-drive. The mail saw an 11% response rate, making it Volkswagen’s most successful DM campaign ever.
Also placed Bronze in the DM Flat category.
Copywriter
Chris May
Art Director
Mark Dudley
Production Manager
Graham James
Also placing bronze
Chocolate letter
Agency: Proximity London
Client: Royal Mail
Finalists
Ted Talks
Agency
Proximity London
Client
Royal Mail
Executive Creative Director
Duncan Gray
Digital Creative Director
Jonas Lembke
You’ve Got Mail
Agency
Proximity Portugal
Client
Mercedes-Benz Portugal
Creative Director
Nuno Duarte
Art Director
Rute Sousa
Carrot in a Towel
Agency
Red Urban GmbH
Client
BSH Kochschule No. 1
Creative Director
Andreas Klemp
Art Director
Judith Baumgartner
