Campaign · CP Pump Systems
Every year at Christmas, CP Pump Systems says thank you with a gift tailored to three target groups: key customers, other customers and employees.
Task: A Christmas thank-you for three target groups, in three languages, in both formal and informal address.
Solution: Two gifts that say something about CP and an illustrated card with a puzzle, created within the marketing team.
1 · Ask first, then choose
Instead of simply deciding on the gifts, the team first asked sales and the representatives: which ideas go down well with customers, and how many gifts are needed? The favourites were then compared at three suppliers by price, print area, delivery time and origin.
2 · Gifts with a message
The blanket stays sealed, from below and from above, just like CP’s sealless pumps. Employees receive it too, with their own card titled “Stronger together”.
The card holder protects bank and business cards with an RFID blocker, “security you can’t see, but can feel”, another link to the pumps.
3 · The card
Reindeer pull a sleigh carrying a CP pump through the night sky over snow-covered mountains, with “Merry Christmas” and the CP claim “cleaner pumps, cleaner planet™”. Inside, a dot-to-dot puzzle awaits.
It started with a concept presentation: moodboards for possible card designs, the idea of the dot-to-dot puzzle, three variants for the inside text and a schedule through to dispatch. In the concept, the snow globe with a pump was the favourite; in the end, the sleigh pulling the pump through the night was implemented.
Three texts for three target groups: “Time for gratitude” for key customers, “The most wonderful time of the year” for other customers and “Stronger together” for employees. The customer cards come in German, English and French, each in formal and informal address; the employee card in German and English.
The cards are personalised with salutation and name by mail merge.
4 · The puzzle
Inside every card is a dot-to-dot puzzle, with instructions in three languages. Connect the dots in order to discover the message.
Try it yourself: click the dots in the correct order.
Strich für Strich zur Lösung.
Every line reveals more.
Chaque ligne en révèle davantage.
5 · Implementation
On top of that came print preparation with the printer for cards, address labels and envelopes, ordering the gifts and organising the dispatch.
Scope
I look forward to hearing from you and to a first conversation.
