The why. What are the elements that make it stand out? Talk-ability Interaction Results
The Work tilte
Breeze - Direct Mail ‘ Torture Test’ Lowe Bangkok To demonstrate in remote areas where TV is not common how brilliantly Breeze washes stains out, the sample was mailed in a parcel wrapped in a tee-shirt. THE RESULTS: Unilever conducting research.
Breeze - Direct Mail ‘ Torture Test’ Lowe Bangkok To demonstrate in remote areas where TV is not common how brilliantly Breeze washes stains out, the sample was mailed in a parcel wrapped in a tee-shirt. THE RESULTS: Unilever conducting research.
Breeze - Direct Mail ‘ Torture Test’ Lowe Bangkok To demonstrate in remote areas where TV is not common how brilliantly Breeze washes stains out, the sample was mailed in a parcel wrapped in a tee-shirt. THE RESULTS: Unilever conducting research.
Breeze - Direct Mail ‘ Torture Test’ Lowe Bangkok To demonstrate in remote areas where TV is not common how brilliantly Breeze washes stains out, the sample was mailed in a parcel wrapped in a tee-shirt. THE RESULTS: Unilever conducting research.
Breeze - Direct Mail ‘ Torture Test’ Lowe Bangkok To demonstrate in remote areas where TV is not common how brilliantly Breeze washes stains out, the sample was mailed in a parcel wrapped in a tee-shirt. THE RESULTS: TBA Unilever conducting research.
Ariel - Direct Mail ‘ Sterile Peg’ Saatchi & Saatchi Poland
Ariel - Direct Mail ‘ Sterile Peg’ Saatchi & Saatchi Poland
ZV Magazine - Viral Zattevrienden THE RESULTS: • 90,858 unique visitors • 8,106 eCards sent • “ a big splash’
CHARITY – Inter Camp Spanish Ass. Of Gynecology & Obstetrics - ‘Monument’ Shackleton Madrid • Cervical cancer was responsible for the deaths of 700 women a year in Spain. • In December 2007, a new vaccine was discovered. SEGO (the Spanish Association of Gynaecologists and Obstetricians) wanted to let women know. • The idea was to create a monument, inscribed with the names of the first 25,000 people to volunteer to spread the news. __________ Brief: Cervical cancer kills two women everyday in Spain (over 700 per year). It's the most common cancer after breast cancer and almost no one is aware of this. Three months ago, a vaccine was created that can prevent it. This is the first vaccine to prevent cancer and six scientific associations lead by SEGO (Spanish Association of Gynecology and Obstetrics) began an awareness and prevention campaign with the following objectives: - Raise awareness of the seriousness of the illness. - Publicize the existence of the vaccines and promote preventative practices. Solution: These vaccines will prevent the deaths of thousands of women. The idea should allow the campaign to transcend in time and LASTS FOREVER so that our daughters and our daughters' daughters can always remember that we were able to beat cervical cancer. A groundbreaking way to honor an important moment in history making this news more viral than the virus itself: Raise an actual monument in a public park and inscribe the names of the first 25,000 people who helped to virally spread the news using the Internet, Online Buzz, Mailings, Ambient Marketing, TV, Print, etc. Results: Many more women are getting vaccinated. According to IMS (Pharmaceutical sector source - imshealth.com), following the campaign, the demand for vaccines preventing cervical cancer increased by 556%. 470,605 women reached by viral email (9 times the objective!) Post-Test Nielsen (Available to jury): 60% remember the campaign 47% of those who remember the campaign intend on getting the vaccine (35% more than those who don't remember). 67% of mothers say they'll take their daughters in to get the vaccine after the campaign.
CHARITY – Inter Camp ‘ Monument’ Shackleton Madrid • Cervical cancer was responsible for the deaths of 700 women a year in Spain. • In December 2007, a new vaccine was discovered. SEGO (the Spanish Association of Gynaecologists and Obstetricians) wanted to let women know. • The idea was to create a monument, inscribed with the names of the first 25,000 people to volunteer to spread the news. __________ Brief: Cervical cancer kills two women everyday in Spain (over 700 per year). It's the most common cancer after breast cancer and almost no one is aware of this. Three months ago, a vaccine was created that can prevent it. This is the first vaccine to prevent cancer and six scientific associations lead by SEGO (Spanish Association of Gynecology and Obstetrics) began an awareness and prevention campaign with the following objectives: - Raise awareness of the seriousness of the illness. - Publicize the existence of the vaccines and promote preventative practices. Solution: These vaccines will prevent the deaths of thousands of women. The idea should allow the campaign to transcend in time and LASTS FOREVER so that our daughters and our daughters' daughters can always remember that we were able to beat cervical cancer. A groundbreaking way to honor an important moment in history making this news more viral than the virus itself: Raise an actual monument in a public park and inscribe the names of the first 25,000 people who helped to virally spread the news using the Internet, Online Buzz, Mailings, Ambient Marketing, TV, Print, etc. Results: Many more women are getting vaccinated. According to IMS (Pharmaceutical sector source - imshealth.com), following the campaign, the demand for vaccines preventing cervical cancer increased by 556%. 470,605 women reached by viral email (9 times the objective!) Post-Test Nielsen (Available to jury): 60% remember the campaign 47% of those who remember the campaign intend on getting the vaccine (35% more than those who don't remember). 67% of mothers say they'll take their daughters in to get the vaccine after the campaign.
Baking Industry Ass of NZ ‘ Gingerbread HAKA’ To promote the New Zealand Bakery of the Year competition to both bakers and the public, a viral campaign was created, which became a Youtube sensation. • The idea was to issue a challenge - and one of the most famous challenges of all is the Haka, performed before test matches by the All Blacks. • To drive bakers and the public to the viral, DM was sent to key people with the flour bag as envelope.
Baking Industry Ass of NZ – Inter Camp ‘ Gingerbread HAKA’ 0.49 SECS
Baking Industry Ass of NZ ‘ Gingerbread HAKA’
Baking Industry Ass of NZ ‘ Gingerbread HAKA’ THE RESULTS: 2,827 votes for bakeries todate 26,170 hits a day since launch
Shreddies Launch - Inter Camp ‘ Diamond Shreddies’ Ogilvy Toronto
Shreddies Launch - Inter Camp ‘ Diamond Shreddies’ 1.53 SEC
Shreddies Launch - Inter Camp ‘ Diamond Shreddies’ Ogilvy Toronto
Shreddies Launch - Inter Camp ‘ Diamond Shreddies’ Ogilvy Toronto
Shreddies Launch - Inter Camp ‘ Diamond Shreddies’ Ogilvy Toronto
City Mail InterCamp ‘ Log Hut’ Hjaltelin Stahl, Copenhagen • To demonstrate that City Mail will deliver anything so long as it goes through a letter-box, they rented a shop in Copenhagen. • Users of direct response were mailed and invited to watch a webcam as day by day a log cabin was built inside the shop with materials delivered. • 800 prime users of direct mail and mass-consignment budgets were invited to watch the operation online and then to the grand opening of the cabin. The party invite was a plank - and guests had to saw off the response coupon. THE RESULTS: TBA
City Mail InterCamp ‘ Log Hut’ Hjaltelin Stahl, Copenhagen • To demonstrate that City Mail will deliver anything so long as it goes through a letter-box, they rented a shop in Copenhagen. • Users of direct response were mailed and invited to watch a webcam as day by day a log cabin was built inside the shop with materials delivered. • 800 prime users of direct mail and mass-consignment budgets were invited to watch the operation online and then to the grand opening of the cabin. The party invite was a plank - and guests had to saw off the response coupon. THE RESULTS: TBA
City Mail InterCamp ‘ Log Hut’ Hjaltelin Stahl, Copenhagen • To demonstrate that City Mail will deliver anything so long as it goes through a letter-box, they rented a shop in Copenhagen. • Users of direct response were mailed and invited to watch a webcam as day by day a log cabin was built inside the shop with materials delivered. • 800 prime users of direct mail and mass-consignment budgets were invited to watch the operation online and then to the grand opening of the cabin. The party invite was a plank - and guests had to saw off the response coupon. THE RESULTS: TBA
Four’n’Twenty TVC ‘ Magic Salad Plate’ 30 SEC TVC
Four’n’Twenty TVC ‘ Magic Salad Plate’ RESULTS: TBC The Bad. Funny ad with really poor CTA.
Trojan – Her Pleasure DR TVC ‘ Finger Vibe’ 60 SEC
Trojan – Her Pleasure DR TVC ‘ Finger Vibe’ THE RESULTS: TBC The Good. Not bad Traditional DR TVC done with modern CTA.
Advance Pet Food ‘Tongue’ Letter Box Drop
Advance Pet Food ‘Tongue’ Letter Box Drop
Korunuck – Letter Box Drop
Korunuck – Letter Box Drop The Ugly. RIp Off!
Smoke Outside - Letter Box Drop
Caja Madrid Bank – Inter Camp “ Sense & Sensibillity’ 3.19 SEC Shackelton Madrid
Caja Madrid Bank – Inter Camp “ Sense & Sensibillity’ Shackelton Madrid THE RESULTS: • 7,000 new customers • Over 2.000 Million Euro in 40 days
Ambient ‘ Divorce Lawyer’
Ambient ‘ Divorce Lawyer’
Ambient ‘ Divorce Lawyer’ The Ugly. Poor form and in bad taste.
CHARITY
Prostate Cancer – Inter Camp ‘ Give a few Bob’ 2.34 SEC THE RESULTS: • $7 mil media interest • Viewed by 83% of UK population • Regular Monthly donations increased up 580%
Prostate Cancer – Inter Camp ‘ Give a few Bob’ THE RESULTS: • $7 mil media interest • Viewed by 83% of UK population • Regular Monthly donations increased up 580%
‘ Imitation Breast’ - Ambient
‘ Imitation Breast’ - Ambient
‘ Imitation Breast’ - Ambient
Ambient ‘ Divorce Lawyer’ The Ugly. Poor form and in bad taste.
HEARTLAND Today we have shown a lot of work that wipes away the line. So for all of us purists out there here are ten classic Direct Mail pieces.
Heartland – Direct Mail DHL ‘The fastest way to Hong Kong’ Inform existing DHL clients about the new improved Asia service, which means sending goods from Hong Kong, Shanghai and Beijing in a superfast and sharply price way. DHL clients use special DHL boxes for their shipments. Just phoning DHL is enough to get the boxes delivered within a day, totally free of charge and ready to use. It seems to be the ideal moment to communicate the Asia service, because they can reach exactly their target audience, people who already use DHL. The inlay gets visible at the moment clients fill the box with their goods. The ultimate cheap and convincing way to advertise a relevant message. They provided DHL boxes with a very special inlay. The inlay, at the bottom of the box, shows another open box and together they make a long 'tunnel'. At the end of the 'tunnel' there is an Asian person handing over something. In the 'Hong Kong version the Asian person hands over a toy box, in the Shanghai version a laptop and in the Beijing version a shoe. The text says; The fastest way to Hong Kong/Shanghai/Beijing. Take a look at www.dhl.nl to see our sharp prices. Because the boxes are sent to clients who ask for one, chances are that the full 100% of the target audience will see the message. Boxes are already distributed so the only extra investment is the inlay. It is a simple 46x32 cm paper that is put inside the box. Approximately 65.000 boxes are distributed every month by DHL. Halfway August 2008 they started distributing the boxes with the inlays inside and they can see an 3% increase of sales in September 2008. Ofcourse this 3% sales increase is about the specific Asia service and they expect more increase in the future since clients use the Asia service only at the moment they need it, which can be any date from now.
Heartland – Direct Mail DHL ‘The fastest way to Hong Kong’
Heartland – Direct Mail Fed Ex ‘Boxes’
Heartland – Direct Mail
Heartland – Direct Mail
Heartland – Direct Mail Gothenburg Homeless ‘Return to sender’ • To draw attentiopn to the plight of many, Christmas cards were sent to: Lasse Persson, a doorway/stairway/ tunnel, Gothenburg. • The intended recipient’s name and address was written on a sticker on the back. So when the Swedish Postal Service was unable to deliver the card, it was returned to sender. • It was impossible for the recipient not to open the envelope to find out what was going on. • It raised 1.6m SEK - €170,000.
Heartland – Direct Mail Gothenburg Homeless ‘Return to sender’
Heartland – Direct Mail Amnesty International ‘ Safiya Hussainia ’ I said earlier that we aren’t saving lives. That isn’t totally true. DM is such a powerful tool it can save lives. This is Safiya Hussainia young Nigerian woman who in 2001 was sentenced to death by stoning for adultery. Amnesty Rock – clever because it made a difference and saved a life Safiya’s death sentence for having a child out of wedlock from rape by a family member.
Heartland – Direct Mail Amnesty International ‘ Safiya Hussainia ’ I said earlier that we aren’t saving lives. That isn’t totally true. DM is such a powerful tool it can save lives. This is Safiya Hussainia young Nigerian woman who in 2001 was sentenced to death by stoning for adultery. Amnesty Rock – clever because it made a difference and saved a life Safiya’s death sentence for having a child out of wedlock from rape by a family member.
Heartland – Direct Mail Scottex ’Strong Mail’ To demonstrate the toughness of Scottex kitchen towels, Belgian restuarants were mailed letters written on Scottex from New York and Japan. All arrived in good condition.
Heartland – Direct Mail Scottex ’Strong Mail’
CHARITY
AMBIENT - Amsterdam Torture Museum
AMBIENT – ‘Visit Niagara Falls’
AMBIENT – ‘Visit Niagara Falls’
AMBIENT
AMBIENT
AMBIENT - Artesanos Camiseros Shirts
AMBIENT - Artesanos Camiseros Shirts
AMBIENT
Does appeal to human interest? 7 deadly sins Lust Gluttony Greed Sloth Wrath Envy Pride
Heartland – Direct Mail Royal Mail – ‘5 senses letter’
Heartland – Direct Mail Royal Mail – ‘5 senses letter’
Heartland – Direct Mail Royal Mail – ‘5 senses letter’
