HOCKÅR – THE FIRST MULTIFUNCTIONAL IMAGE BROCHURE MAILING
Title | HOCKÅR – THE FIRST MULTIFUNCTIONAL IMAGE BROCHURE MAILING |
Brand | BY MAREI EINRICHTUNGSKONZEPTE AG |
Product/Service | DESIGNER FURNITURE |
Category |
B02. Dimensional Mailing |
Entrant
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AGENTUR AM FLUGHAFEN Altenrhein, SWITZERLAND
|
Idea Creation
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AGENTUR AM FLUGHAFEN Altenrhein, SWITZERLAND
|
Additional Company
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BY MAREI EINRICHUNGSKONZEPTE AG St. Gallen, SWITZERLAND
|
Credits
René Eugster |
Agentur am Flughafen |
Chief Creative Officer |
Dominique Rutishauser |
Agentur am Flughafen |
Art Director |
Valeria Hoerler |
Agentur am Flughafen |
Graphic Designer |
Patrick Lindner |
Agentur am Flughafen |
Copywriter |
Miriam Egli |
Agentur am Flughafen |
Communications Manager |
The Campaign
Rather than just creating a standard glossy image brochure in the usual A4 format, we developed Hockår, an intelligent component that can be easily transformed into a useful and robust (designer) chair after it has been read – without the need for any screws or the help of handy friends. This mailing was sent to potential customers and interested parties.
Creative Execution
The clever mailing was folded so it was flat, which saved on postage. After it was opened, it could be turned into a practical stool in just a few simple steps.
Results
After just 40 days, by marei enjoyed a 58% positive response to the first 100 Hockår sent out as B2B door-opener mailing and followed up by a call. This resulted in 23 concrete project inquiries for the furnishing of properties as well as a major contract involving the provision of seating for a hall for cultural events.
We created a unique, multifunctional direct mailing that not only created added value, but also draws attention to the customer’s position as a “chair specialist” because after the recipient reads the mailing, they can easily turn it into a functional chair.
The outstanding expertise in the area of seating was demonstrated in a multifunctional image brochure that also doubles up as an acquisition mailing.