ATAG and the golden ticket to more trust
ATAG, a leading manufacturer of high-quality heating solutions, came to us with a double challenge: how can we boost boiler sales and strengthen the bond between ATAG and its SelectDealers?
The challenge
ATAG, a leading manufacturer of high-quality heating solutions, came to us with a double challenge: how can we boost boiler sales and strengthen the bond between ATAG and its SelectDealers? A simple buy-one-get-one campaign wouldn’t cut it. Something special was needed - an action that would not only deliver short-term results but also build long-term loyalty. Together, we set an ambitious sales target - and exceeded it by far.
The analysis.
ATAG’s strength didn’t lie in discounts or gadgets, but in exclusivity and personal recognition. ATAG SelectDealers aren’t just numbers - and we wanted them to feel that way. By putting that selectivity front and center and tailoring communication to their motivation, we identified clear opportunities to make the campaign stand out and truly make an impact.
ATAG SelectDealers aren’t just numbers - and we wanted them to feel that way.
The approach
The key lay in a striking mix of direct mail, email, and a personalized online experience. And what’s more exclusive than a golden ticket? We designed a direct mail inspired by Willy Wonka’s chocolate factory: a personalized chocolate bar, a golden envelope, and inside it - a golden ticket with a unique login for each SelectDealer. Unlike the original story, this time every bar contained a golden ticket.
Through this login, dealers accessed an exclusive campaign page where the benefits were clearly and attractively presented. The direct mail was immediately followed by an email to ensure no dealer missed the message. Everything was developed in one consistent and warm visual style.
Aspect ratio: 7/3
Prospect-dealers
At the same time, we communicated to prospect dealers, subtly highlighting the campaign as a benefit reserved only for existing SelectDealers. That way, the campaign also served as a trigger for new dealer sign-ups.
Aspect ratio: 6/5
Aspect ratio: 7/3
The result
The response was impressive. The direct mail achieved an exceptional open rate, while the email campaign reached click rates of over 70%. Thanks to the unique logins, we were able to track exactly who participated and when. The sales target? Surpassed by 25%. But even more importantly, the SelectDealer program continued to grow, supported by a well-thought-out annual plan and this standout campaign.
