The nicest Christmas is a white Christmas
- Deutsche Post's Christmas campaign motivates people to write letters
- New: Measurement of performance via barcode
For the most important letter-writing occasion of the year -Christmas - Deutsche Post is initiating a major emotionalletter-writing campaign. With an integrated Christmas campaign,Christmas letters are dealt with via various communication channels,motivating consumers to write letters.
In the key visual of thecampaign, letters fall from the sky instead of snowflakes, enchantingonlookers. Deutsche Post thus combines the consumers' dream of a whiteChristmas with the wish for Christmas mail in a charming manner. This"image" is combined with the prompt to consumers: "Each letter makesChristmas a little whiter. Write one too!" and can be found in all fourbuilding blocks of the campaign.
The emotional framework iscreated by a TV commercial that will spread the campaign's message witha high advertising impact over a three week period. So that consumerscan immediately respond to this call to write, Deutsche Post isproviding envelopes with Christmas designs - ready right away forwriting.
A total of 40 million envelopes will be distributed viathe most varied of communications channels: As "tips on letters" in allads, in partially addressed mail to over 15 million households and in1.2 million mailings to those who like to write. The two-tier mailingalso offers the option of ordering additional Christmas cards andenvelopes free of charge. The envelopes will additionally bedistributed at selected Deutsche Post retail outlets as part of thecampaign. Of course, the campaign can also be accessed on the Internetas of December 1, 2005 under www.briefeschreiben.de.
The innovation for 2005:
Forthe first time, the success of this year's Christmas campaign can bemeasured. All envelopes provided for the campaign are marked with asmall barcode that facilitates automatic mail center recording ofconsumer use of the envelope. In this way, the effectiveness of theChristmas campaign with regard to mobilization to write as well as thesuccess of the individual means of advertising can be assessed. Thiswill allow future inferences to be drawn about optimizing mediaplanning. Important: Sender and recipient are, of course, not recorded,and thus data protection is maintained at all times.
Deutsche Post's partners in the current Christmas campaign:
- Traditional communication, dialog activities - Publicis Hamburg
- Media - Carat Wiesbaden
- Internet - Elephant Seven
- TV commercial production - Silbersee, Director: Niko Karo