Mömax

Highly 'engaging' direct mail piece boosted 30% response rate.

Background

Mömax is a furniture and household goods store in Austria and Germany. They noticed from the data that they had a number of people signed up as members of the Mömax Bonus Club, who lived at the same address but who had different names. Surely these were couples for whom one day the wedding bells would ring?

Solution

Mömax launched a new service: your own personal wedding list on the Mömax homepage. The task was to let Bonus Club members know about this in an impactful way.

Customers who had been identified as probably living together were mailed a jewellery box. Inside, what they saw first was an engagement ring. When they tried to take it out, they saw the ring was actually the handle of a specially made coffee mug.

On the mug was the message informing the couple about the wedding list.

Results

The response rate was 30% higher than expected. Even more startling was the request from one couple to be married actually inside the Mömax store.

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