Rolling Out To The Property Market
T. Ruggiero & Söhne AG
Issue 46 | April 2018
Agency
Agentur am Flughafen
Creative Team
Creative Direction: René Eugster Art Direction: Dominique Rutishauser Graphics: Valeria Hörler Text: Patrick Lindner Consultation: Miriam Egli
Date
October 2014
Background
With over 50 employees, the decorating firm of T. Ruggiero & Söhne based in Wil is one of the largest in Switzerland. It was seeking to break into a new market segment for repeat decorating work from real-estate and property managers.
Idea
A direct mailshot containing a paint roller and inking pad was developed for the targeted acquisition of property managers. As soon as the recipients drew the roller with the printing block across the ink pad and rolled it over the bright white mailing carton, they could read Ruggieros' message.
Results
The mailshot was followed up by a telephone call and an initial appointment was made immediately by 19 percent of the recipients. To date this has led to three long-term major contracts with well-known Swiss property management firms.