Deutsche Post wins award for best marketing campaign of the year
New Year's greeting to Turkish fellow citizens successfulBonn, 05/16/2003, 11:30 AM CEST
During the 4th World Mail Awards in Rome, Italy, Deutsche Post received the prize for the best marketing campaign of the year for its "New Year's Greeting to Turkish Fellow Citizens" advertising promotion.
The award recognised the outstanding success of the campaign, which was aimed at a special ethnic target group.
The background to the campaign is the Turkish tradition of sending written New Year's greetings to family and friends all over the world. The approximately two and a half million Turks living in Germany supported this personal form of keeping in touch by using the campaign. A personal bilingual mail-shot was sent to over 250,000 Turkish households in Germany during December 2002. At the same time television spots with well-known Turkish music celebrities were transmitted on various Turkish television channels and advertisements were placed in large Turkish newspapers.
The above average response rate of 25 percent, many positive reactions and sales increases have clearly shown the success of the measure.