Oil Heating: "WINTER LOVERS WORLD CUP" Marketing directo hecho por Shackleton

Category: Dimensional Mailing
Advertiser: CEPSA OIL HEATING DIVISION
Product/Service: OIL HEATING
Agency: SHACKLETON
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL: http://www.judgingishard.com/campana/cannes/winterlovers
Executive Creative Director: Alfonso Marián (Shackleton)
Creative Director: Antonio Herrero (Shackleton)
General Manager: Lucia Angulo (Shackleton)
Brand Manager: Carlos Ranedo (Shackleton)
Copywriter: Raúl Lazcano (Shackleton)
Art Director: Alfredo Ustara (Shackleton)
Account Executive: Eduardo Baigorri (Shackleton)
Graphic Production Manager: Itxaro Vicuña (Shackleton)
Graphic Production Assistant: Susana Herraez (Shackleton)
Media placement: Mailing 1 Shot - Cepsa´s Corporate Clients - 01/09/2009
Media placement: Mailing 1 Shot - Cepsa´s Private Clientes - 01/09/2009
Media placement: Web - Internet - 01/09/2009 Ongoing

Describe the brief/objective of the direct campaign.
CEPSA has been developing the 'WINTER LOVERS' communication programs for years, for its heating fuel product, highlighting the benefits that CEPSA allows his clients to enjoy winter. The program aims at INCREASING consumption and sales volume by GETTING clients orders AHEAD (property administrators, condo’s associations, companies and houses). With the same product and prices as the competition, it’s very important for CEPSA to get the first order after the summer, since clients stick to it for the rest of orders in winter. CEPSA is the official sponsor of the Spanish team at 2010 Soccer World Cup in South-Africa where it’s winter now.

Explain why the creative execution was relevant to the product or service.
For the last three years Cepsa has been consistent with its defence and promotion of the winter season. With the claim, 'Winter Lovers', people that, against all odds, enjoy winter as much as summer, Cepsa managed to position itself among the target and the competition. This year the Football World Cup will be held in winter. Choosing this creative concept was key to the product because it futhermore reinforces Cepsa's position as Winter Lovers and because the World Cup itself is an attractive and relevant event. Clients were given the chance to participate in a draw to attend the World Cup.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Cepsa sponsors 2010 soccer World Cup, which is the first to be held in Winter, ideal for CEPSA´s Winter Lovers. CEPSA’s telling its best clients with a spectacular mailing including the most desired garment for Winter Lover: A WOOLEN JERSEY, WITH THE COLOURS OF THE SPANISH TEAM, TO CHEER THEM UP WARMLY. THE SAME WARMTH CEPSA GIVES YOUR HOME! The mailing explained the benefits of CEPSA Heating Fuel and clients were boasted to order in advance with drawings of trips to the World Cup. A simpler mailing to clients with lower value accounts, included A CUSTOMISED SCARF.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Cepsa successfully achieved its main objective of securing the majority of the first winter orders (which has a significant effect on the rest of the season’s order performance). Furthermore Cepsa managed to increase heating oil sales by 19% among current and potential customers