Mailings for the senses
Amtico Flooring, a renowned flooring manufacturer from England, has been operating successfully on the German market for years and plans to expand its involvement here. The focus is on B2B communication with building owners and architects. Amtico commissioned us to create two mailings for this target group: One on the topic of "Integrated Design", i.e. the smart combination of vinyl flooring and carpet in the office. The other mailing was all about "Acoustic"; the aim was to draw attention to the excellent impact sound properties of vinyl floors.
Haptic-acoustic customer communication
Our approach: We wanted to make the topics "Integrated Design" and “Acoustic“ tangible and audible for the target group and not only work on a textual and visual level. A haptic or acoustic experience should ensure that the target group engages with the mailing for longer and experiences the USP of the respective Amtico product.
Unconventional with gamification character and landing page
It had to be unusual in order to stand out from the classic direct mail. For the theme “Integrated Design“, we therefore developed a cube that playfully shows how carpet and vinyl tiles can be combined. It can be combined into many different shapes, so that new possibilities arise again and again. A fold-out card refers to further advantages and possibilities and links to a specially created landing page that goes into the subject matter in greater depth. For the "Acoustic" theme, we developed a large folding card with office motifs which, when opened, acoustically reproduces the soundscape of an office, including the running noises of heel shoes. The mailing informs about three different impact sound solutions that are processed in Amtico vinyl floors and minimise disturbing noises in the office. Here, too, there was a link to the corresponding landing page and the possibility to contact the sales department directly.
High response rates
The Amtico sales team was pleased to receive many contact enquiries and some concrete appointments. In addition, there were many hits on the two landing pages and enquiries via the contact tool.