Winners & Shortlists

GENUINELY SWISS CUSTOMER RETENTION MAILING

TitleGENUINELY SWISS CUSTOMER RETENTION MAILING
BrandTUBEFORCE
Product/ServiceCUSTOMER RETENTION
Category B01. ACQUISITION & RETENTION
Entrant Company AGENTUR AM FLUGHAFEN Altenrhein, SWITZERLAND
Advertising Agency AGENTUR AM FLUGHAFEN Altenrhein, SWITZERLAND
Credits
Name Company Position
René Eugster Agentur Am Flughafen AG Creative Director
Dominique Rutishauser Agentur Am Flughafen AG Art Director
Miriam Egli Agentur Am Flughafen AG Account Director
Valeria Hörler Agentur Am Flughafen AG Graphic Designer

The Brief

TUBEForce is based in the Swiss mountain town of Appenzell. This young company started up less than a year ago and has been very successful in the field of engineering and installing emergency power subsystems. It’s a very sensitive field, but, provided everything runs smoothly, one that is rarely mentioned. The partners at TUBEForce wanted to thank the major customers they had acquired since launching, encourage them to enter into dialog, and show them that it still pays to rely on the services of the perhaps somewhat idiosyncratic, but certainly very intelligent engineers and fitters from the mountains.

Creative Execution

The Appenzeller company TUBEForce has recently entered the emergency power facility market. The major clients that the company was able to secure were sent a galvanized metal pipe, engraved with a traditional “Alpaufzug” (alpine cattle drive) in which one of their service vehicles is also seen taking part, to thank them for making such an excellent start possible. A gift intended to promote communication was inside each pipe: a bottle of Appenzeller Alpenbitter (an herb liqueur) wrapped in a mailing written in the traditional Appenzell dialect.

Describe the creative solution to the brief/objective.

In the Appenzell region there is a tradition involving the artistic depiction of driving cattle up into the Alpine pastures. The same goes for the arts of metal finishing and engraving. So for TUBEForce we combined a traditional cattle-drive visually with service vehicles, incorporated them onto a metal tube, and gave it a galvanized finish. Into the tube we slotted a genuine, dialog-promoting Appenzell Alpenbitter (a kind of local bitters), and lovingly wrapped it in a customer retention mailing in original Appenzell dialect.

Results

TUBEForce’s customers were suitably impressed. 90% of the ones we wrote to entered into dialog and thanked the Appenzell-based start-up. 40% of them did not pass up the opportunity to visit TUBEForce in person and propose a toast to the continuation of good business.