AGENCY: NXT/A2N Reklame & Digitalbyrå
CLIENT NAME: Samlerhuset
Campaign started: December 2016
Campaign ended: Spring 2017
Created at: August 18, 2017
Samlerhuset is one of the world’s largest distributors of collectibles, offering various coin/medal/stamp programmes as subscriptions. In order to commemorate one of the most successful Norwegian sabotage operations during World War II, Samlerhuset wanted to offer a memory of the operation for free, to the Norwegian people – an ampoule with heavy water originating from the sabotage operation. The main objective with the campaign was to invest in customer acquisition with this gift, in order to increase the customer base. Samlerhuset also hoped to generate sales through up-sell in order to limit the investment cost of this NNA-activity (New Name Acquisition).
Target audience: the typical customer is a man aged 50-75, but since the market is matured we wanted to reach every adult Norwegian showing interest in history and/or commemorative coins/medals. Key was to convert prospects into active subscribers.
Creative strategy: Samlerhuset has taken a role as one of most important history providers in Norway. They highlight historical events through their products and support a lot of cultural events around history. Therefore, the creative strategy was making the marketing material look as official and historic as possible. Samlerhuset should be perceived as an official/historical institution (not a catalogue company).
Media strategy/execution: Norway has a population of only 5 million and the market for collectibles is matured. Therefore, the strategy was to go as broad as possible in order to attract new customers and generate sales through a campaign site. The critical success factor was to make it simple for customers to place their order. All other marketing activities are then based around driving traffic to the campaign site. We only used channels we knew would be efficient in driving traffic.
The main objective was acquiring new customers and the campaign was a huge success. 125.000 unique visitors on the campaign site generated a sale of 22.000 heavy water amouls (sold-out). 50 % of the orders were from new customers and 12 % of the customers were converted into active subscribers of various coin/medal programmes. They will give a substantial long-term ROI.
The campaign was seen as an investment and the heavy water ampoule was initially for free. The average order value ended at NOK 104 at an average CPO at NOK 80, which actually turned the investment into profit.
Newsletters (e-mail) to passive and active customers
Product leaflets in the shipments to active customers
Web banners in all major Norwegian sites + retargeting
TV commercials on national TV
Follow-up newsletters on orders
Reminder newsletters to people not finalizing their orders
Available documents for download: