Discover Autumn!

Background

Galeria Kaufhof is one of the leading department store chains in Germany. They wanted to create a special, emotional mailing for their top 3,000 customers at the beginning of autumn - distinct from the strongly advertised standard seasonal occasions such as Easter and Christmas. A voucher booklet for autumn shopping and a sweepstake were mandatory.

Idea

The agency's idea was to send a handicraft kit designed to bring back childhood memories of autumn and stimulate creativity. A wooden box contained a tool kit for handcrafting chestnut figures, inspiring the customers to take a leisurely walk in the woods and fields, collect some chestnuts and create some merry figures – as they had in their childhood! A letter, voucher booklet, contest card (asking customers to send in photos of their creations) and reply envelope completed the pack.

Results

96% of the target group visited Galeria Kaufhof after having received the mailing, with their shopping generating a six-figure turnover. 68% of the vouchers were cashed in. The photo contest added to the success, and many letters and photos of the customers’ chestnut figures were sent in.

Target audience

3,000 top customers

Volume/size of campaign

3,000 boxes

Our Thoughts

In England, we take chestnuts, skewer them, hang them on pieces of string and smash them together until one explodes. In Germany they use them to create little works of art, which they decorate. Tells you something about our respective cultures.