HOCKÅR – THE FIRST MULTIFUNCTIONAL IMAGE BROCHURE MAILING

ClientBY MAREI EINRICHTUNGSKONZEPTE AG
Category B02. Dimensional Mailing
TitleHOCKÅR – THE FIRST MULTIFUNCTIONAL IMAGE BROCHURE MAILING
Product/ServiceDESIGNER FURNITURE
Entrant AGENTUR AM FLUGHAFEN Altenrhein, SWITZERLAND
Idea Creation AGENTUR AM FLUGHAFEN Altenrhein, SWITZERLAND
Additional Company BY MAREI EINRICHUNGSKONZEPTE AG St. Gallen, SWITZERLAND
Credits
Name Company Position
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.