In 2018 new-build developer Selvaag Bolig started the sales of apartments in their new project: Trævarefabrikken.

The project was built in a suburban area mainly consisting of detached houses. Data shows Norwegians on average only move 1.7 km away from their original home. This meant we had to convince these suburban house-owners to move from their big house and gardens to a our smaller gardenless apartments.

But life with a house is the dream and end goal for most Norwegians. We had to find a downside to owning a house so emotionally charged, that people would see the value of apartment life.

Objectives: Increase leads, Sell apartments

We decided to remind the house owners of the smallest problem of them all: The Iberian slug.

Every year gardens all over Norway are invaded by the alien species. Creating hysteria in gardens and in media. The slugs prove such a nuisance that they go by the name «murder slugs». People are desperate to get rid of the blacklisted slug, but unfortunately the slug is here to stay. There are no ways to eradicate them.

So, we sent people some snail mail. A helpful handbook called: «Get rid of the Iberian slug – once and for all», teaching people every tedious and dirty tactic of how to deal with the slug. But in fact being a prospectus in disguise, the handbook also suggested the best solution of all: A brand new slug-free home in Trævarefabrikken.

Based on previously mentioned insight (Norwegians move within 1.7 km of their home), our target audience consisted of the 17 000 households around the Trævarefabrikken project.

Working as a Trojan snail mail, the prospectus-come-handbook caught our audience’s attention and offered true value to them. This to ensure as high an opening rate as possible.

Our call to action: Move to a brand new apartment in Trævarefabrikken.

We designed the handbook using the aesthetics known from traditional handbooks and natural science books. An illustrator drew scientifically correct slug illustrations so our readers could correctly distinguish the black-listed Iberian slug from other similar-looking slugs native to Norway.

To illustrate the severity of the problem and show the importance of Iberian slug prevention, we calculated how many slug-offsprings one single pair of slugs can birth in 2 years (a whooping 320 000 offsprings!).

After upping their knowledge on Iberian problem slugs, our audience could sigh in relief and enjoy the rest of the book: a beautiful prospectus where they could find their own slug-free apartment.

The handbook was physically sent directly by mail to 17 000 households around Trævarefabrikken.

Distribution period: 17th – 30th September 2018

5 of the biggest apartments sold in Trævarefabrikken could be directly traced back to the handbook. This gives the handbook an ROI of about 1416%.

Traffic to site increased with more than 100% during the campaign period. Most visitors were new leads.

Our hardest conversion goal, leads from the reported interest form, increased with 75%.

This means that Selvaag, as a result of the campaign, also accumulated a solid set of leads for retargeting of neighbouring projects.

Other results from the DM post-test:

90% said the handbook stood out from other advertisement.

78% read the handbook.

70% said they really enjoyed the handbook.

40% said the content was relevant to them.

28% wanted to keep the handbook.

21% said the book made them want to explore the building project further.

7% said it was likely they wanted to go for a viewing.