Chinese Mailing
SCHOTT AG
Issue 8 | September 2008
Agency
Gregor Aigner Werbeagentur
Creative Team
Gregor Aigner – Creative Director and Copywriter
Other Credits
Katinka Merz - SCHOTT AG Marketing Manager
Date
May 2008
Background
SCHOTT CERAN is the original glass ceramic cooktop (with 90 million cooktops sold). However the brand has a lot of problems with Chinese competitors who flood the market with fakes. The agency’s task was to convince members of the German household appliance industry to use SCHOTT CERAN instead of lower quality Chinese fakes.
Idea
The idea was to send a letter to German providers who use the Chinese fake glass ceramic cooktops, stamped with a fake Chinese stamp. This letter was returned by the post office with a 'return to sender' label proclaiming incorrect postage. The letter was then put in another envelope with a real and original German stamp and sent again to the same addressee. Using this conceit, the addressee could see that it is not advisable to work with Chinese fakes - as demonstrated.
Results
The mailing has resulted in 17 meetings with household appliance industry suppliers that don’t currently use SCHOTT CERAN.
Target audience
German household appliance companies.
Our Thoughts
To the ceramic hob-makers who received this mailing, the point is absolutely clear. Cheap Chinese fakes are not the same as the originals and will end up costing more money. This would have been a tiny little job someone could have dashed off with a letter and little thought. But that someone paused and thought about it. Hooray for you. This is everything direct direct is meant to be. Relevant in its targeting, relevant in its message.