BOX FULL OF NOTHING

Box full of nothingPRODUCT OR SERVICE

EHS Brann is a Spanish direct marketing agency that belongs to Media Planning Group.

DEFINITION OF AUDIENCE

Current and potential clients and collaborators

TARGET AUDIENCE SIZE

Under 1,001

COUNTRY WHERE CAMPAIGN RAN

Spain

 

DATE CAMPAIGN RAN

December 15, 2005 – January 15, 2006

MARKETPLACE CHALLENGE

Be capable of sending Christmas greetings to clients in a different manner. As always, there is no briefing by the boss, just a „How’re you doing with the Christmas campaign?” Reply: „Great, we’ve just got going (lie). How much money is there for this” Boss’ response: „Little. As little as possible”

MARKETING STRATEGY

The marketing strategy was to sell the agency to the clients as being the most creative agency, showing them that we are capable of producing a cheap mailing with copious results, which can be quantified and which, above all, are creative. The use of a call centre to coordinate the logistics of taking delivery of clients’ packages at their offices, and then delivering them to the Food Bank in Madrid. This is the NGO that participated altruistically to distribute the food amongst the needy that normally wander aimlessly around the streets of Madrid and go to the soup-kitchens every day. At Christmas we hoped to give them a better meal than at other times of the year.

MARKETING TACTICS

Our marketing strategy had lots of strategy and no marketing: to give to those that have nothing with the help of our clients. The clients’ incentive? To bring happiness to someone who feels little happiness, who is going through hard times and doesn’t even have a buck for a sandwich. The timing was set by the holiday season: everything had to be sent out before the 15th, because the 25th is Christmas and we wanted to be there so that the needy could have a special meal on that day.

CREATIVE STRATEGY

We made two mail shots: 1: EHSBRANN sent „A box full of nothing”. A dismantled box so that the recipient could identify itself and put food inside it. We then collected the boxes and handed them over to Madrid’s Food bank for distribution to needy persons. 2: Thanks. The agency thanked everyone who filled the box and also those who took them lentils and Coca Cola. How? We sent the diptych aimed at thanking the consumers where the foods were distributed so that they would write a message of thanks. We then sent this to those who filled the box.

RESULTS

Percentage response: 85% of the persons contacted participated actively in the action by filling their box. Of these, 32% corresponded to prospective clients and the others to current clients. Ratio of conversion to sales: 30% of prospects asked us for a presentation and five of them have already begun working with us. When on the day following the first mail shot through the post, clients were already ringing to say that this was the best Christmas card they had ever received, we knew that the campaign was profitable.

TOTAL COST

Rollout – Under $50,007

MEDIA COST INFORMATION

We didn’t use any media (mass media), just direct mail.

PRODUCTION COST INFORMATION

First mail shot: $13.28 per dispatch.Second mail shot: $2.10 per dispatch.

Advertiser: EHS Brann

Contact: Carmen Fernandez de Alarcon

Title: General Manager

Address: Marques de Riscal, 11 4 Planta

City: Madrid

State or Province: Madrid

Zip/Postal Code: 28010

Country: Spain

Telephone number: 913192315

Fax number: 913198238

E-mail address:  carmen.falarcon@ehsbrann.es

 

Agency: EHS Brann

Contact: Asuncion Galvez

Title: Copywriter

Address: Marques de Riscal, 11 4 Planta

City: Madrid

State or Province: Madrid

Zip/Postal Code: 28010

Country: SPAIN

Telephone number: 913192315

Fax number: 913198238

E-mail address:  asun.galvez@ehsbrann.es

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