Global Mail wanted to develop new business potential using a specific target group campaign. The campaign tied into the New Year’s Holiday, a traditional Turkish holiday.Goal of the ethnic campaign

• Foreign minorities should feel accepted as a section of the population, development of a brand preference and customer loyalty
• Establish an image in the eyes of the ethnic target group
• Increase international mail and parcel shipping, incite a long-term attitude toward shipping
• Make Deutsche Post the instrument for friends and family to stay in touch with their homeland
• Be accepted as a result of advertising in the native language and visual language that is tailored to Turkish culture

Structure of the campaign

Key element was a personal bilingual direct mail with a response insert.
The direct mail included the following:

• Informational brochure in Turkish illustrating the product with both text and imagery
• An addressed and stamped envelope was enclosed to make a response as simple as possible
• Additional postcards that visually illustrate the bridges between German and Turkey were included in the direct mail to spark interest
• The chance to win a prize was meant to increase the response rate
• TV spots were broadcast at the same time on various Turkish TV stations
• Print advertisements with response opportunities were placed in the Turkish daily newspapers with the highest circulations to round of the campaign communications
• The TV spots as well as background information could be downloaded from the company’s website
• Events: A benefit concert with testimonials at the end of the campaign reinforced awareness of Deutsche Post

A very positive response from the target group: