Brief
Creating a direct mail campaign that promotes Victorinox Swiss Army Knife and get loyal consumers who is proud of the brand. The campaign consists of three separate faces to introduce, reward and accepted into the exclusive Victor Nox group.
Concept
The target audience is men aged 25-34 with a LSM of 8 or more. The objective was to create a character that the target audience can associate with or aspire to.
In phase 1 Victor Nox (an All Rounder type of Man) is introduced to the individual. With the introduction he receives a 50% off voucher to purchase a Victorinox Swiss Army Knife. When the individual purchases a Victorinox Swiss Army Knife with the unique voucher code he gets rewarded by Victor Nox for joining & receives a kit with items that helps him to be more like Victor Nox and become an All Rounder Type of Man (phase 2). When he uploads a photograph of himself with his new Victorinox Swiss Army Knife he receives a Loyalty ring as token of acceptance in the Victorinox group (phase 3).
Victor Nox logo
Phase 1: Introduction to Victor Nox, an All Rounder type of Man.
Phase 1: All his qualities, companion, treasures, compliments, guardian, helper & rescuer with a unique voucher number giving the target audience 50% off a Victorinox swiss army knife.
Phase 2: The reward for purchasing a Victorinox swiss army knife and an invitation to become part of the Victor Nox group.
Contents of package: Companion bow tie, Treasure leather bracelet, compliment handkerchief, guardian passport pocket & QR code to upload the photograph to continue to phase 3.
Phase 3: Loyalty ring and acceptance into the Victor Nox group.
