Cannes Lions

WRITING IMPLEMENTS

OGILVY FRANKFURT, Frankfurt / C. JOSEF LAMY / 2008

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Overview

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Credits

Overview

Description

Challenge: Lamy is one of the leading manufacturers of writing implements in Germany. A considerable proportion of their turn-over is made in B2B sales. But how to make advertisers and companies get hooked on the Lamy pico, in particular, as their gift or incentive of choice?

Execution

Idea: A strong promise and a convincing proof. Due to its design the Lamy pico is something you just can’t stop playing with. In other words: It’s addictive. So we informed the target group of this risk via mailings, ads, banners and promotions. Visual proof of the addiction factor could be seen as a video on the web.

Outcome

Result: A sensational success. Up to 50% of the addresses responded. Sales for the Lamy pico increased by 88%. (Order volume EUR 140,000/USD 204,000) Plus, Lamy was able to gather lots of new potential customer addresses.

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