Concept
For this direct mailer campaign I decided on the brand Petzl Headlamps to conceptualize a unique campaign. This concept for the direct mailer campaign focusses on people who doesn’t have anyone in their lives and no one to be adventurous with. With this campaign I want people to know that there is light at the end of the tunnel and at the end of weird dating sites.
My target market is older single and adventurous people ages 35 to 55. Petzl wants these single people to know that adventures doesn’t have to be lonely and something you have to do alone. The main idea for this concept is to bring the same type of people together like people with the same interests. The main focus is older single people who have no hope of finding and searching for that special person that can share adventures with them. Petzl will help you find love and someone to be adventurous with.
Phase 1-The first phase in the direct mailer campaign serves to establish if the recipient is interested in meeting that person that’s been missing in their lives. In this phase a booklet will be sent with all the information about the campaign and a entry form to fill in to enter into the darkroom dating event. The netry form can be faxed, emailed or sent by mail, which ever the target market prefers.
Phase 2 - After recipient filled in the entry form, the invitation will be sent for the darkroom dating event and the recipient needs to rsvp of facebook to move to the next phase in the campaign. The invitation will include a map of the location where the darkroom dating event will take place. The invitation is in a form of a camera that connects with developing photos in a darkroom.
Phase 3 - After rsvp is sent and marked “going” on facebook the recipient will receive a envelope with everything that’s needed to be successful in finding love. The envelope will consist of a carabiner clip that will represent in which category you are. There are three categories, the green carabiner clip is the performance headlamp and includes activities light night trail running and canyoning. The second category is the active headlamp that includes rock climbing, mountaineering, a red clip is used for this category. Clip three is a silver carabiner clip, and the specialized headlamp that includes caving, night trail cycling and multi-pitch climbing. A calendar is also given to represent as a save the date for the event.
Phase 4 - The darkroom dating will take place and at the event you will receive a rope with a heart knot in because Petzl wants to help you tie the knot in love.
