By generating awareness of the service offered, we aimed to increase sales by 20%. The budget was limited, but we still wanted to achieve considerable penetration through clearly communicating a relevant message. The solution was a piece of paper that didn’t really fit very well in its envelope.

Sportspec is a store specializing in skis and alpine equipment. They offer bootfitting which means they re-build your boots to fit your feet perfectly.

Sportspec wanted to increase these sales by 20% compared to the previous year.The target audience consisted of current customers. We focused on those who had purchased skis and/or boots at Sportspec in the last three years.

Four weeks after the campaign was launched, these were the results compared to the previous year:- Sales of bootfitting service had increased by 67%- Sales of shapeable alpine boots (Strolz and Comformable) had increased by 107%The campaign consisted of 4,000 letters that the client printed out and mailed. The total production cost for letters, envelope and postage came to 3,025 € (0.75€/ea). The campaign generated earnings of 38,265 €.

By physically illustrating the problem of a poor fit, we were able to quickly communicate the downside of many boots. Anyone who skis knows that your feet can hurt quite a lot if the boots don’t fit perfectly,as boots rarely do. The concept of bootfitting was brought home by a letter that clearly needed a little envelope-fitting.