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. But they needed to find a way to motivate their target audience to start exercising.
The mailing 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 last year.
The word ‘interactive’ is generally supposed to mean some sort of online engagement. But, actually, mail was the original interactive medium. It gets people to do things like no other medium can. In this case, it gets people to test their strength and there would have been much embarrassed laughter when recipient after recipient discovered he or she was too weak to perform what should have been a simple exercise.
Intelligent and involving with impressive results.
Agency: Kolle Rebbe GmbH
Client: Kingdom of Sports
Product: Gyms, Fitness
Title: The Power Paper
Media: Direct Mail
Date of campaign: January 2014
Executive Creative Director: Sascha Hanke
Unit Creative Directors: Jens Theil, Christian Kroll
Creative Directors: Sandra Gelewski, Ales Polcar, Constantin Sossidi
Art Director: Hannah Ziegler
Copywriter: Benjamin Waldt
Graphics: Krystina Jakob, Alexej Kirk
Production: Martin Luhe
Company: Thinkprint GmbH
Account Management: Nina Schack