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DIRECT MARKETING
Melbourne Advertising & Design Club: Overtime Pizza MADC, Melbourne's local creative award show, needed a way to grab the attention of its hometown industry for its 2012 event. To do this, MADC via Leo Burnett Melbourne secretly created OverTime pizza a pizza store catering exclusively to the advertising industry. Launching the company off a single online trade magazine PR release, Melbourne agencies rushed to sign-up for a free delivered pizza. When agencies received their pizza, the box revealed OverTime was MADC, fuelling the work and creative hunger for ideas to be entered in its 2012 award show. VIEW THE AD Thai Health Promotion Foundation: HeadlightsCircus Festival: Circuit breaker The elite of Australian marketing. They're a tough crowd. As their governing body, it's the role of The Communications Council to remind them every day not to fall into habit's vicious cycle.So Leo Burnett, Melbourne sent them a piece of mail too big and too precious for the wastepaper basket. A mantra designed by the great immortaliser of words, Anthony Burrill, to take pride of place in their workspace. This was a message we should all live and work by: to constantly challenge the way we think.We invited CMOs to send the most innovative members of their team to Circus Festival, where even the most experienced marketer could be rewired to think like a Circuit Breaker.VIEW THE FIRST AD VIEW THE SECOND AD VIEW THE THIRD AD Anubhav Knife Store: Slices Anubhav Khatri came to us with the usual client problem. 'I want instant fame for my store but I dont have any money.'Given that it was a specialized knives store, we told him to not do advertising. Rather spend some money on a unique set of visiting cards, which will work as advertising for him.Eleven Brandworks, Mumbai presented him with the idea of visiting cards made to look like impossibly thin fruit/vegetable slices. So that , the cards would give a tactile experience of the quality of knives he was selling. A specialized store suddenly became known to a wider community and now anubhav bhai's shop is the place to buy quality knives from in Agra. VIEW THE AD Finger biting nachos Sports fans get anxious while watching the games.They canât help but biting their nails. Also, they love to watch the games eating a snack.Thinking about that Ogilvy Brazil created Finger Nachos, a snack that perfectly fits on the fingers and protect the fansâ nails while they watch BandSports.It has been distributed in selected sports bars during the different football games. The boxes present the channel program list and contains promotional codes for new subscribers. VIEW THE AD Business card fragrances Lux soaps are now made with the world's finest fragrances. To launch this idea, JWT Singapore invited the top management of the Lux global team to a fragrance workshop. A Leading nose (fine fragrance expert) from a world famous fragrance house showed them how to compose their own bespoke fragrance with a base, heart and top note of their choice. Every scent embodied the inimitable allure and unique personality of its creator. Business cards that look like fragrance sticks were then printed with their self-designed, one of a kind fragrances.VIEW IDEA Now a helping hand is always on handPut yourself in the frameRedheads uniteStamping our name on the resultsA business card you can almost eatHow IKEA delivered career instructions Career instructions were printed and placed inside the famous IKEA flat packs. Customers literally delivered the mailer to themselves. They could then also share it with friends and family. Not only did it talk directly to those who love the brand, it created a whole new media channel - the flat packs themselves.VIEW THE CONCEPT Tattoo you Ageisobar in Sao Paulo sent a tattoo as an invitation for the Brazilian Motorcycle Fair.VIEW THE IDEA Take a leaf out of our blog An environmentally friendly direct marketing by QI Intergrated, Singapore to promote a recycling blog.VIEW THE AD Sometimes the best medicine is readDo you fit the role? Saatchi & Saatchi Singapore created a direct mail piece that when opened shows off a crisp, white Naval Officer's jacket, complete with medals and decorations. VIEW THE IDEA Footy pies The brief was to get 200 Home Timber and Hardware trade retailers excited about Home Tradeâs new promotion. The aim was to motivate retailers to buy more stock through Danks Trade (Homeâs parent company) by giving them a chance to win the ultimate AFL Grand Final Day prize. Retailers regularly receive standard mail from Danks Trade, so the piece needed to create instant intrigue and beg to be opened. This 3D footy pie vendor box did just that! It showed retailers how theyâd be getting into the AFL Grand Final if they didnât start buying more through Danks Trade. VIEW THE DIRECT MAILER Tickets pleaseStrong hair Media establishments received a variety of information on Pantene's latest products and most recent events in a branded envelope. The string that seals the envelope appears to be coming from the woman's hair on the flap. To seal or unseal it means putting pressure on the string effectively dramatizing strong hair. VIEW THE IDEA Mixed up products DM piece to media buyers to entice them to book space in SBS Television's Really Short commercial breaks, where there are less ads, so their client's brand won't get mixed up with all the others. VIEW THE IDEA VIEW THE IDEA Make it a Pencil Can You Make it a Pencil? That's the question put by D&AD to creatives everywhere as a way to encourage them to participate in D&AD's annual awards show. "We wanted to communicate to the creative community that all the drive, passion and determination it took to create these pieces is similar to what it takes to win a coveted D&AD Pencil. It is all about amazing ideas that are flawlessly executed," says Dave Watson, Creative Director, TAXI Canada. VIEW THE NEW YORK SPOT VIEW THE LONDON SPOT Photos of a blank mind Playing off Alzheimer's main early indicator, memory loss, Colenso BBDO Auckland used photographs to communicate the importance of detecting the symptoms. When people pick up their pictures from all major developing stores across New Zealand they would receive their pack of photographs but with an additional 10 blank photos put at the front to cause some momentary panic. After thumbing through these they would come to a print that has the message: the first thing you lose are your memories. VIEW THE AD Feel for bumpsHelp the sick, get lost Today, one third of the world's population lacks access to essential medicines. Because of this, millions are dying each year. The aim, therefore, was to find a creative and unconventional way to urge volunteers to participate in the MSF Orienteering Competition 2008 event to help raise funds for Medecins Sans Frontieres to deliver medical aids to inhospitable areas. VIEW THE IDEA ATM origami The general Australian public know very little about HSBC. In fact, many donât even know that HSBC is a personal bank. To inform consumers of HSBCâs offerings JWT Sydney printed five sets of origami instructions on the back of ATM receipts. People can literally fold the piece of communication and keep it as a reminder. VIEW THE IDEA Pass it on Saatchi & Saatchi New Zealand educates New Zealanders on the benefits of household recycling. VIEW THE DIRECT MAIL ENJOY THE FREEDOM TO WRITE To visually show the difference you can make as an Amnesty International freedom writer, Publicis Mojo Auckland created these specially designed Floaty pens. As an insert you could remove the pen revealing a message âuse your freedom to free othersâ. The Floaty pen showed a prisoner of conscience behind bars. When the pen was used in the upright writing position, the bars would slide down inside the pen. Your writing action visually helped free the prisoner. The pens were also used as DM pieces and ambient. These ran as inserts in magazines, DM pieces and ambient. VIEW THE CONCEPT A GLOWING FAIRYTALE Ogilvy & Mather Mumbai used special paint to inform parents and kids about the new âglow-in-the-darkâ range of paints from Asian Paints. VIEW THE IDEA SEW CHIC FROM ANZ BANK The brief was launch an ANZ Bank's all-in-one Savings and Transactions account to young women. M&C Saatchi Melbourne came up with this mailer. VIEW THE DIRECT MAILER VIEW THE CLOSE UP THE CUSTOMER IS KING Duval Guillaume Antwerp wanted to create excitement around the launch of Excellent, a new shop, as part of an integrated campaign proving that the customer is king again. The idea involved personalised stamps. Photos were taken of every guest at Excellentâs launch party. These portraits were then converted to individual stamps, which to our targetsâ extreme surprise, were mailed out a few days later. All the proof they needed that they really were king at Excellent. VIEW THE IDEA THE STRENGTH OF SCOTTEX To communicate the strength of Scottex kitchen paper towels to restaurant owners Duval Guillaume, Antwerp created a mail from real Scottex kitchen paper towel. These mailings were posted 'as is', without an envelope, to restaurants. VIEW THE CONCEPT « First « Previous Next » Last » 4 of 4 |
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