Creative Challenge:
The creative direct marketing challenge from day one was how do you sell a premium priced vacuum cleaner, from a brand no one has heard of, employing a technology people won’t understand? Alongside this was a traditional sales channel (bricks and mortar retail) which was in aggressive decline, whilst trying to offset this by demanding more from suppliers.
After a highly successful PR launch in April 2012, (which gave Gtech the required third party credibility and advocacy prior to advertising) they began testing press advertising in the national newspapers and testing direct mail. Our challenge was to create a powerful piece of DM that would support, Press, TV and online activities, whilst creating an additional revenue stream.
Creative Strategy:
Our approach was to enclose the mailer in poly-wrap, allowing a strong advertising proposition to be seen by the recipient, before opening. We then created a vertical 8 page roll fold revealing the secondary propositions at the same time as introducing the prospect to a new type of vacuum cleaner. As the letter was opened a personalised letter introduced the prospect to the revolutionary new cordless AirRam. The supporting propositions revealed and testimonials combined to make this a must buy offer.
As you can see from the visuals above our first design in February 2013 is still in use today May 2018 with our headline albeit a red offer box instead. Gtech continues to benefit from our approach and creativity continues to promote its ever growing product range through direct mail.
In December 2014 we were awarded silver in the prestigious DMA awards.
Client reaction:
“Success!
The good news is the sales from the mailing continued into the weekend so we would definitely like to mail another 20,000 records asap please.
On top of this I am aiming to get another 25,000 records over to you by the end of today.”
