| Title | HANDLE WITH I DON'T CARE |
| Brand | STRAHL |
| Product/Service | STRAHL GLASS |
| Category |
B01. Mailing |
|
Entrant
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APRIIL bergen, NORWAY
|
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Idea Creation
|
APRIIL bergen, NORWAY
|
|
Media Placement
|
APRIIL bergen, NORWAY
|
|
PR
|
APRIIL bergen, NORWAY
|
|
Production
|
APRIIL bergen, NORWAY
|
|
Post Production
|
APRIIL bergen, NORWAY
|
Credits
| Doffen Trellevik |
Apriil |
CD |
| Cédric Luceau |
Apriil |
Creative |
| Øystein Vik |
Apriil |
Creative |
| Erik Lysø |
Apriil |
Creative |
| Sandra Valvik |
Apriil |
producer |
| Marianne Kvaale |
Apriil |
producer |
| Einar Rustad Nilsen |
Apriil |
acconunt director |
| Svein Kvamme |
Apriil |
animation |
| Ragnhild Byrkjeland |
Straahl - Max fritid Engros AS |
Client |
| Malin Skjelnes |
Apriil |
Project manager |
| Mari Khile |
apriil |
production |
Why is this work relevant for Direct?
The product benefit is demonstrated by sending the product dirctly to potesnsial client by mail, without any protection what so ever.
Background
Strahl is a manufacturer of glass made of polycarbonate - a material that looks just like glass but won't shatter. Brand awareness is relatively high within the travel- and catering industry, but more or less non existing to the restaurant- and foodservice industry. An industry where a lot of glasses shatters everyday could really benefit economically by swapping breakable glasses with Strahl products.
Describe the creative idea (30% of vote)
Make the product and the medium itself into THE IDEA.
The ultimate test and the best way to demonstrate the key benefits of Strahl products was simply to send an actual glass to potential clients. By mail. Without any protection whatsoever.
Describe the strategy (20% of vote)
How do you grab potential clients attention, and communicate the product benefit in an efficient way? You don't. Instead of telling them about the product benefit, we demonstrated it.
Describe the execution (20% of vote)
We collected the adresses of potential clients with in the the restaurant- and foodservice industry, all over Norway. Restaurants, bars, wine lounges, cafés, pubs, you name it. Recipient addresses were written directly on the Strahl glass, and shipped it to them by mail.
List the results (30% of vote)
Every single glass made it through safe and sound, and within one week every single recipient ended up ordering Strahl glasses. Not a bad result for the price of a stamp?