Case Studies
| Campaign | Product Launch ECGs |
| Channels | Dimensional Direct Mail / Web / Online Promotion |
Background
OSRAM manufactures electronic control gear (ECG), used to optimise the performance of various lamp types. Unlike many competitive ECGs that only operate at a fixed wattage, the new range of OSRAM QUICKTRONIC MULTIWATT ECGs can operate at various wattages. This means that 34 previously fixed wattage ECGs can now be replaced by just 4 MULTIWATT versions - significantly simplifying stock inventory and reducing capital outlay.
Task
To raise awareness of the QUICKTRONIC MULTIWATT range amongst OSRAM's OEM customer base, both engineering design and procurement. And encourage online access for further information.
Program
Direct mail was favoured over broadcast media such as press advertising. A dimensional mail piece that used cartoon humour set the scene - the problems facing customers when using many individual ECGs against specifying /purchasing OSRAM QUICKTRONIC.
The DM directed customers to a campaign microsite (www.visit4more.info/dm1/multiwatt) containing complex product selection information that could be easily viewed and downloaded, plus additional technical information. A prize draw was also developed to capture email addresses for use in future e-marketing campaigns.
Response
OSRAM received many requests for samples and 15% of the target group visited the campaign microsite, with numerous requests to download information and entries in the prize draw.