Title	A VALUABLE POSTCARD
Brand	GÖTEBORGS AUKTIONSVERK
Product/Service	AUCTION HOUSE
Category	C01. Acquisition & Retention
Entrant Company	MILK Gothenburg, SWEDEN
Advertising Agency	MILK Gothenburg, SWEDEN

Name	Company	Position
Anna Reynold	Milk Reklambyrå	Account Executive
Bjorn Lind	Milk Reklambyrå	Production Manager
Axel Tagg	Milk Reklambyrå	Art Director
Kristofer Salsborn	Milk Reklambyrå	Art Director
Anders Malm	Milk Reklambyrå	Copywriter
Peder Lamm	Göteborgs Auktionsverk	Antiques Expert

Brief Explanation

Our campaign is based on a postcard that we mailed directly to the recipient. The picture on the postcard was a picture from the recipients own house that we found on a site where the recipient advertised his/her home with the purpose to sell. That makes it a very personal postcard that function as a preliminary evaluation and an online house call. In the end we wanted the recipient to contact us for an evaluation of specific objects we found in their ads online.

Creative Execution

The best way of finding new objects to sell for Göteborgs Auktionsverk is by gaining access to people’s houses. But it’s hard. Unless you turn to Swedens biggest site for selling houses where people gladly post pictures of their living rooms. Looking at photos of the houses our expert could perform a preliminary valuation. When he found something interesting he printed the photo on a postcard, circled the interesting item and wrote a personal message asking if the homeowners wanted to sell more than their house. The campaign ran for four weeks. Now it’s part of the clients everyday work.

Results

The cost per unit was the cost of the postage (6 SEK). During the campaign month we managed to increase evaluations with 144 %. One guy even tried to sell us every piece of furniture in his house. The response for the campaign has been 21 %. We haven’t managed to change Swedes view on strangers in their home, but we changed the way the auction house work and look for customers.