The best time for an ad campaign

Let’s imaging the following, of course completely hypothetical scenario in the advertising department of a German bank:

It is early June. One employee says: “Ey, boss, the European football championships are beginning soon, many people want a new, large 16:9 TV, but not everybody can afford one right away – wouldn’t that be a good time to advertise our credit offers?”

The boss (looking up from the championship schedule he was studying intensely): “Hmmm… yes, might be good. Best would be a bulk mailing, nationwide. You take care of that, will you? I’m currently busy.”

“Yeah, sure, boss, I will! Oh, by the way, I’ll take 3 weeks holiday – championship, you understand? Is that okay?”

Boss (was already looking at the championship schedule again): “…huh? Yes, sure, alright.“

Fast-forward until early July, i.e. the present (and the reality), the Euro 2008 ended three days ago. What’s in the mailbox? A pull-out cardboard bulk mail saying “16:9 for our boys?” with two cheering German fans on the front, pull out left → “No”, right → “problem!” and a third fan. Back:

“Public viewing during the European championship now also at home – with your new wide flat TV and the […] credit. By the way: You receive up tp 18,750 PAYBACK points on top!”

(“Payback” is a data-collecting discount point system, and “public viewing” is actually the “officially made-up” term used in Germany for a public (outdoor) screening.)

Well, that’s perfect timing, isn’t it?