Wildpinkler

Background

ADCO makes and rents out the two main mobile toilet brands, TOI TOI and DIXI. In spring, construction site managers and organisers of public events needed reminding that they are responsible for making sure their workers and audiences are well provided for, should they get caught short. Rather than ‘piss into the wilderness’, they should order a TOI TOI or a DIXI now.

Idea

In German, a ‘Wildpinkler’ is a person who answers nature’s call by peeing outside, ‘in the wild’. The agency’s idea was to show the recipient how to prevent ‘wildpinklers’ from becoming a public nuisance. Under the headline, ‘This spring will be wild … Give the common wildpinkler a decent home!’ were details about how the target could meet their responsibilities by providing a TOI TOI or DIXI system. Amusing ‘anti-wildpinkler’ stickers were enclosed.

Results

The response was okay, but not exceptional. What was exceptional, however, was the reaction of the target group. Virtually every recipient got in touch to comment (positively!) on the idea and the stickers. Thus the mailing added value to the image of the company: by using a fresh and entertaining approach to the topic without being tacky.

Target audience

Construction site managers and event managers

Volume/size of campaign

30,000 mailings

Our Thoughts

What I love about direct marketing is you come across such interesting target audiences. When I spent most of my life writing TV ads, the brief would talk about ‘C1 C2 housewives, 25 – 55’. How vague is that? These guys got: anyone putting on a concert, a fête, a garden party or whatever who may need reminding that the people who come will also want to go… I selected this pack because it demonstrates how incredibly important DM is to all those small and medium-sized businesses that can’t afford and don’t need broadcast advertising. I hope DM helps TOI TOI and DIXI bring relief to thousands across Germany and profit to their manufacturer.