Bad Fit
Issue 17 | December 2010
Agency
Goss Sweden
Creative Team
Copy: Michael Schultz, Elizabeth Berlander, Ulrika Good; Art Director: Mattias Frendberg, Gunnar Skarland, Jan Eneroth, Mimmi Andersson; Production Designers: Elin Andreasson, Lena Bjorklund Henriksson; Graphic Designer: Louise Christiansson; Account Managers: Anna Troglin, Monica N Persson, Lena Kling; Account Supervisors: Johan Good, Stig Lundstedt Fredrik Toreskog; Web Director: Robert German; Traffic: Satja Wallin
Date
December 2009
Background
Sportspec is well-known in Gothenburg as a specialist in skis and alpine equipment. In 2010 they provided a new ‘Boot Fitting’ service. They offered to re-build the ski boot to fit their customers’ feet perfectly.
Their target was to perform five boot-fittings perday during the season and increase boot sales in general.
Idea
To illustrate the problem with badly fitting boots, the letter did not really fit the envelope and could have used a little ‘envelope fitting.
Results
Alpine boot sales went up 107% compared to previous year and boot-fittings overshot the goal by 67%
Our Thoughts
It was Pascal who first write, “I’m sorry this letter is so long, I didn’t have time to write a short one.” Simplicity looks effortless but rarely is. Isn’t this one of the most uncluttered ideas in this issue? There would have been many temptations to embellish the concept of a poor fit but the team resisted them all. The result is a piece that does not insult the intelligence of the mailing list but allows them to make the connection themselves and then cheerfully spend over £300GBP on a pair of new Nordicas.
Over the season, I estimate this mailing could have brought in £15,000 of additional revenue at a cost of less than £50. Simple, then, is profitable.