Industry ■ Sports facilities
Media used ■ Direct mail
Target group ■ N/A
Date ■ January 2014
According to a study from the Federal Ministry of Health, 58% of Germans are overweight. Kingdom of Sports, one of Germany's biggest gyms, saw there was a great opportunity for growth. They just needed to find a way to motivate their target audience to take that first step and subscribe to a gym.
The creative trick with this mailing is that it was printed on paper made from a special paper-polyester mix, which was impossible to rip or tear. The letter was stronger than the reader and in itself provided an incentive to start going to the gym. The copy challenged the recipient to tear the letter in half and win free membership of the gym for a year. If they couldn't tear the letter (and they couldn't) they were offered free membership for a month.
There was a 23% uplift in more new members at Kingdom of Sports compared to the same time in the previous year.
The word ‘interactive’ is generally supposed to mean some sort of online engagement. This time, mail was the interactive medium to the recipients' surprise. Mail gets people do things like no other medium can and in this case, it gets people to test their strength and recipient after recipient discovered he or she was too weak to perform what should have been a very simple task. The mailing was by all means Intelligent and involving with impressive results.
Kolle Rebbe GmbH, directnewideas.com