The Model
Kalpakian
Issue 9 | December 2008
Agency
OgilvyOne Worldwide
Creative Team
Vanesa Magni, Roberto Patxot - Creative Directors; Valeria Zicarelli, Angeles Viacava - Art Directors; Lechu Villanueva – Copywriter
Production Team
Osvaldo Bianco - Producer; Enrique Gándaras - Model Maker
Other Credits
Cristian De Alexandri - Account Director; Angeles Justo - Account Executive
Date
June 2008
Background
Kalpakian is a very well known brand in Argentina famous for carpets and rugs of high quality and distinctive design. The agency’s challenge was to announce the launch of a new product from Kalpakian - SolidWood Ingenieril - a wooden flooring produced to a similarly high standard and which was particularly easy to install.
Idea
Because this was a new departure for those who knew the Kalpakian brand only as carpet makers, the launch had to be both impactful and unforgettable. The main decision makers in recommending a product of this kind are architects, designers and decorators, so the agency developed a high-touch mailing specifically for this audience. A classic direct marketing device was used – the pull tab - but in this case it was applied to a three-dimensional piece.
The mailing contained an architect’s model of a loft space. When first opened, the floor of the model was made of tiles. By pulling the tab, however, the recipient swiftly replaced the tile floor with the new SolidWood Ingenieril wooden floor. Further information, including a call to action, was hidden under the furniture. In this way, it was shown how quick and easy it could be for a wooden floor to transform a room."
Results
A small but highly select database containing only 25 contacts was mailed. Within one week of receipt, 22 of them (88%) had called Kalpakian to ask for a live demonstration of the new floor along with a sales appointment.
Target audience
Architects, designers and decorators
Volume/size of campaign
A small but highly select database of 25 contacts
Our Thoughts
Imagine the joy of the creative team as the account man strides in. ‘Right,’ he barks, ‘I want you to think flooring.’ Full marks to the team for thinking pretty hard about flooring. You need to have this piece in your hands to appreciate it. You find yourself playing with it for several minutes. People talk about engagement as if it is a prerequisite of just online advertising but if direct mail doesn’t engage from the moment it plops on the mat, it’s landfill.