Direct > Product/Service
COKE CAN
SPRINGER & JACOBY WERBUNG, Hamburg / DAIMLEY CHRYSLER / 2005
Awards:
Overview
Credits
Overview
BriefExplanation
It only takes a single step to experience the pleasures of top-down driving in the smart fortwo cabrio. This product benefit needed to be communicated to a young target audience in an exceptional manner.
CampaignDescription
A co-operation with Coca-Cola. The top of the coke can shows a bird's eye view of the smart fortwo cabrio. The image extends across the ring-pull, so if you open the can you also open the top of the cabrio. Either way you'll feel refreshed. Copy around the image of the cabrio: "Refreshment at your fingertips. The smart fortwo cabrio."
Outcome
This mailshot achieved very good results, the response rate among contacted hot leads reaching 20%. Respondents requested more details on the smart fortwo cabrio and applied for test drives.Response rate: 20%. Response rate expectations for this mailshot were 11-14% – figures we comfortably exceeded. Furthermore the response rate increased by 25% over preceding years' mailshots.
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