House and apartment owners are to be convinced of the benefits of the especially safe front doors made by 'Biffar'. The problem: normal mailings are mostly thrown away without being read. They make people go through the experience of what it's like not to have a safe front door: The entrance turns into a crime scene. After all, 70% of all burglars get into the house via the front door. A convincing argument for safe front doors. Adhesive stickers, strikingly similar to police crime scene seals, were being placed on house and apartment entrance doors in affluent neighbourhoods with older houses. The promotion gained a response rate of 7% and it has brought a 65% higher return on actual new clients compared to traditional direct mail.
Agency: Ogilvy Frankfurt, Germany.