Biffar Safe Doors : Crime Scene
December 5, 2008 – 2:19 pm by Bibhuti | No Comments »
Communication Challenge:
House and apartment owners are to be convinced of the benefits of the especially safe front doors made by ‘Biffar’. The problem: normal mailings are mostly thrown away without being read.
Solution:
They make people go through the experience of what it’s like not to have a safe front door. The entrance turns into a crime scene. After all, 70% of all burglars get into the house via the front door. A convincing argument for safe front doors.
Communication Measures:
Adhesive stickers, strikingly similar to police crime scene seals, were being placed on house and apartment entrance doors in affluent neighbourhoods with older houses.
Results:
The promotion gained a response rate of 7% and it has brought a 65% higher return on actual new clients compared to traditional direct mail.
Agency: Ogilvy Frankfurt, Germany
Via [directdaily]
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