Club Spijtvrij
Direct Mail 🇧🇪
We sent a letter to thousands of people to ask which regretful one liner they wanna have engraved on their tomb stone.
Why? Because they are a member of Club Had Ik Maar, which translates to something like Club I Wish I Had.
They are one of those people who’ve been saying for years that they really wanna go on a campervan road trip one day. But they never do.
Instead, they decide to do what’s easy, and book whatever they know. A boring hotel which is basically identical to last year’s. Another city trip which hardly feels new.
Because it’s comfortable if you know what you’re gonna get. The same order at Starbucks, just like home.
But one day, it’s going to be too late, and they will end up having never been on a campervan road trip.
The kind of trip without a destination but with many surprises along the way.
That’s why, along with this seriously scary letter we made to visually resemble a tax letter, we also sent them an invitation.
Because the only thing they have to do to end their membership with Club Had Ik Maar, is to book a campervan road trip, which automatically makes them join Club Spijtvrij, the Club of No Regrets.
Unforgettable campervan road trip = no regrets.
Simple as that.
Karens and raving fans
The campaign resulted in quite a few reactions. Of course there were Karens who went out of their way to email us and demand we stop sending them any further comms. But there were also raving fans who slid into our DMs.
This is a good thing. I’d rather see 9 Karens and 1 fan, than 10 people who barely register our work at all.
Massive credits go to our own Marie for this one.