DIRECT MAILVisitLex: Bourbon Takes Better With You
To coincide with National Tourism Week (May 2-8), creative marketing agency CORNETT is turning an old-fashioned form of communication into a trendy method of destination marketing for the Lexington Convention and Visitors Bureau (VisitLEX).As vaccinations continue to rise, the fear of catching COVID is subsiding those who have gotten their shots are craving vacations and post-inoculation fun. An estimated 86% of American travelers have tentative leisure travel plans and 72.8% expect to travel for leisure within the next three months, according to industry group Destination Analysts. Of those, more than a third say their reason is to visit friends and relatives. But, oh, what places will they go? Lexington is making a case for itself.
VIEW THE BOURBON AD VIEW THE HORSE AD VIEW THE MISSING AD VIEW THE POSTCARDS AD Ford Ranger: How To Break Up With Your Ford Ranger
Ford of New Zealand wanted to encourage existing Ranger owners to upgrade to a brand new, top-of-the-line Ranger Wildtrak. Problem is, in New Zealand Ford Ranger owners are fiercely loyal to their old trucks, so convincing them to say goodbye to their beloved old Ranger is a really tough ask. Our solution was to create a tongue-in-cheek Ford Ranger breaking-up kit. This instructional book was filled with helpful advice, support and a money-off voucher to help the Ranger owner deal with the emotional trauma of separation. The last page even featured a built-in box of tissues, to help mop up the final tears of sadness.
VIEW THE AD Ford New Zealand: Welcome A New Ford Into Your Family
Ford storybook direct mailer. Welcome A New Ford Into Your Family. Ford of New Zealand had a problem, they were discontinuing two of their most loved models, the Territory and the Falcon. Understandably, loyal owners of these two cars weren't happy, so Ford needed to convince these people that there was a range of other great Ford vehicles they could choose from. This direct mailer via J. Walter Thompson Auckland, took the form of a tongue-in-cheek childrenâs book and told the story of a fictional family who were embarking on an adventure to find their ideal new car from Ford's exciting new range of vehicles
VIEW THE AD Quick: Share the Magic
Quick is the biggest fast food chain in Belgium. Opposite McDonald's, it's also the only Belgian brand on the market. As such, when it comes to doing something socially responsible, it's obvious Quick wants to do something for the Belgians.Everybody knows the Magic Box, Quick's iconic children's menu box (equivalent of McDonald's Happy Meal).
VIEW THE AD Guardian Group: LaceUp!
"Shine" charity walk and run is an event designed to raise money and hope for the children of Trinidad & Tobago. We created LaceUp! to make online influencers talk about the race, and raise registrations. Agency: Inglefield Ogilvy & Mather.
VIEW THE AD Facepot: Surprise A StrangerMecedes-Benz: GLC Hologram
To launch Mercedes-Benz most innovative SUV ever, Clemenger BBDO Melbourne created an innovative take on traditional direct mail.
VIEW THE AD JD Decaux: The Mistake
JCDecaux sends out the worst mailing ever in the history of direct mail.
This year, JCDecaux, well-known for their 2m2 billboards, caused a bit of a stir amongst advertisers. JCDecaux sent out a direct mail to tell them about their outdoor opportunities. Every advertiser received a miniature 2m2 billboard featuring one of its own ads. Thoughtful. Except they made a huge mistake, one youâd never want to make with your clients.Agency: BBDO, Belgium VIEW THE AD Wunderman Portugal: Meet Sofia
Even when a Creative Director is only away from the office for a few days the phone keeps ringing and the emails keep coming. So imagine if he his out for a month. Even if it is on paternity leave!To communicate his absence, the Creative Director of Wunderman Portugal, Luis Coelho, send a message explaining he would be OOO to attend to his latest work in progress, his daughter Sofia.
And to show it he created a Case Study Board Meet Sofia. VIEW THE AD No Tankers: Oil Sample
Thereâs No Safe Way to Transport Oil.This DM piece was created for Dogwood Initiative's No Tankers campaign by Rethink Vancouver in an effort to raise awareness of the environmental risks of bringing more oil tankers to the British Columbia coast. A take on the traditional direct mail sample, each tanker-shaped package was filled with black, gooey oil and mailed across BC, literally bringing the debate right into people's homes.
VIEW THE AD Bulk Cat Litter Warehouse: Catnip Paper
Most direct mail never even gets looked at. So to increase the odds for a mailer for Bulk Cat Litter Warehouse, Rethink, Canada did something that would get people's cats attention first. We printed the mailers on catnip paper, and the cats went crazy for it.
VIEW THE AD Defence Force Recruiting: Air Force FM
GPY&R Melbourne created a direct mail job application that university engineering students had to build themselves. Candidates were sent a DM pack with everything they needed to construct a functioning radio. Except one thing, instructions.
Students proved their problem solving and technical skills; wiring, soldering and assembling the radio. Once complete, students tuned to Air Force FM, GPY&R Melbourne's dedicated radio station created just for this campaign. The station broadcast our ad on loop, instantly offering successful students a fast track to an exciting career. VIEW THE CONCEPT S7 Airlines: Echo Cards
Good, Moscow created innovative posters with integrated echo-effect and a reply messages: "Flights from 300 Euros" and "Ski equipment goes free!". Also unique echo-cards were created. A micro-hardware (mic, delay micro scheme and speakers) was used to create an echo effect.
VIEW THE AD UncleGrey: A Christmas Invoice
For the agencys christmas card 2012 UncleGrey, Denmark turned some of the most hated of all business mail, the invoice, and turned it into an act of kindness, caring and love.
VIEW THE AD Liberty Mutual: Scratched Cars CardsXtra Space: Self Storage Business Cards
Xtra Space provides storage facilities throughout South Africa, for personal and business needs. To demonstrate the benefit of Xtra Space, Y&R South Africa designed their business cards to store other business cards.
VIEW THE AD Playstation: Character Bento
To celebrate the 25th anniversary of Japanese great games Finalfantasy and Metalgear, Hakuhodo Tokyo made precise replicas of characters with ingredients called 'Character Bento', a typical Japanese boxed lunch. Bento is not only a boxed lunch but it is the tool of expressing love and gratitude. Hakuhodo put out a call for the most lovable characters on social media and made the precise replicas of characters, which were Finalfantasy and Metalgear, in Bento using various ingredients. These were surprise celebration gifts to express their 25 years of love and gratitude to the creators.
VIEW THE BOARD VIEW THE VIDEO Creatives: A Cracking Christmas
The end of the year is always a stressful time. Therefore, Creatives, Switzerland wanted the Agency Christmas card to help our clients, friends and partners relax. So, we sent them a pop-up desk fireplace. To light it, they simply had to scan a QR Code, press play and slide their smartphone into the fireplace. Then, all they had left to do was sit back and unwind in front of a crackling fire.
VIEW THE AD ACCUEIL BONNEAU SHELTER:Wild Game Benefit Dinner
L'Accueil Bonneau, a charitable organization that has been at the service of Montreal's homeless population for the past 135 years, wanted to create an event which would mobilize hunting enthusiasts within Montreal's business elite to a Wild Game Benefit Dinner in order to raise funds for its operations. For the occasion,BCP, Montreal created a unique direct mail piece featuring a rifle bullet encased in a wooden box with a message that read: "This bullet could save lives". A paper housed inside the cartridge invited the recipients to register for the benefit dinner online. In just one evening, we raised over $65,000.
VIEW THE AD Dove: ScratchImported message
To prove that DHL Import Express is the safest choice when you need to import things quickly from overseas markets, Clemenger BBDO, Sydney took out an ad in the Shanghai Business Daily and sent it to small business owners in Australia. The ad (the only English in the entire paper) clearly stated that DHL would have a copy in their hands within 3 days. DHL Import Express then put their own import service to the test. All copies were successfully delivered within three days with a staggering 60% arriving on day two. The Chinese translates as: This message will be sent to Australian import customers, we hope you'll be doing business with them soon.
VIEW THE CONCEPT A Christmas tree of rejected ideas
This year I TO NIJE SVE!, Croatia creative team has closed the circle with new Christmas tree ball! Once again we proved that creativity could give a second chance to every rejected idea. We wrap up all rejected ideas as a Christmas decoration and send it as a gift to our clients with a message: Let our rejected idea at least shine on your Christmas tree! So we gave rejected idea a new life and make it shine on a Christmas tree!
VIEW THE AD QR cookies satisfy literary environmentalists
Electronic book store "Four Directions" is an environmentally friendly business. Naturally, the book store was looking for ways to advertise offline that wouldn't be harmful to the environment. Rather than using printed flyers to distribute a QR code, Grey Hong Kong invented an environmentally friendly advertising medium with only HKD40,000 budget- QR cookies.
VIEW OUTDOOR A case for hidden weapons
'Customs' is a gripping reality TV show about law enforcement teams protecting the countryâs borders from criminal activity. But with a huge number of other reality TV programmes competing for our audience, DraftFCB had to prove Customs was a must-watch this year The criminal community do everything they can to outwit the Customs teams. So we gave radio DJ's and key media influencers a true Customs experience. Inside a seemingly innocent child's birthday present, was the weapon of choice for badass gangsters: a Desert Eagle handgun. We brought to life the very real situations faced by the Customs officials in the programme, and showed first hand the lengths some criminals will go to Our media contacts did the talking for us and generated a tonne of interest in the show. Viewing figures were up throughout the season and proved that Customs is one reality TV show thatâs definitely worth watching.
VIEW THE AD When the package becomes the productGetting the best of a changing energy market
From July 2012, businesses in South East Queensland would no longer have access to regulated electricity tariffs. Good news for energy providers. Bad news for the businesses who now had to negotiate a market contract with their provider. Enter ERM Business Energy. As Australiaâs only specialist business energy retailer, they were in a prime position to remind businesses that they were the best alternative to painful negotiations. And Junior did just that with a DM campaign targeting CFOs, CEOs and procurement officers.
VIEW THE AD Hear, sea, go
Create awareness about the new tour operator Voyanga.com in a most unusual way.
Kurastikov & Izosimov, Moscow placed a tiny player with a speaker inside the sea shells and started sending them to our potential customers by post. When a person brings our seashell to his ear to "listen to the sea," he hears an audio recording of ocean waves, cries of seagulls, laughter and our message: "Tropical countries are waiting for you!" VIEW THE AD An invitation written in the sand
IBM was finding it increasingly difficult getting people to attend its seminars and conventions. Fewer and fewer wanted to travel and spend time out of office or home.So getting them to come to a new office opening seemed a task that had disaster written all over it. That was until Ogilvy & Mather, Bangalore came up with an invite with a difference.What invitees got was a large black box that contained a pouch of sand.
VIEW THE AD Vodaphone rules the world
Vodafone via Ogilvy & Mather , Mumbai sent a simple everyday item, a scale to its customers. However all the inch marks were replaced with famous landmarks from across the world. Indicating that with their lower international calling rates, nothing is far.
VIEW THE AD Photos of the gods on earthHand puppets invite you to the celebtations
Planet Kids, Bangalore's leading playschool chain wanted an invite to announce their Annual Day celebrations. This invite would be given to students and their parents. The objective for Happy, Bangalore was to create excitement around the event and get their kids buzzing.So we decided to create something out-of-the-ordinary, something that would engage their students and get them to transfer the buzz onto their parents. And voila, the 'hand puppet' invite was born!
VIEW THE AD A big thank you
New Zealand Telecom says thank you to customers in a direct mail campaign from RAPP Tribal
VIEW THE AD It's easy to tie the knot
This direct mail piece, created by Kastner & Partners for their client Mariner Boating Holidays, demonstrates how easy it is to go sailing. As the card is opened, the reader ties a perfect knot.
VIEW THE CONCEPT Baring all for Christchurch
Salient Kiwi writer and director Toa Frazer needed a low budget way to promote the re-staging of his landmark play Bare, to raise funds for Christchurch after their devastating earthquake in February 2011.WhybinTBWA Tequila Auckland created Red and Yellow A5 DM flyers using the visual language of earthquake stricken zone and put them into Auckland mailboxes asking only that people act: by placing them where passers-by could clearly see them. And hundreds responded. Within 2 days all 1300 seats of the Civic Theatre were sold out, raising $84,000 for the Red Cross Appeal in aid of Christchurch. Over half of the 5000 flyers distributed were stuck up, some for as long as a month afterwards.
VIEW THE AD What's in the box of curiosities?
The famous Spiegeltent visits Melbourne each year, giving audiences a chance to sample some weird and wonderful performances. To attract corporate sponsors, Leo Burnett, Melbourne created a 'box of curiosities' filled with objects designed to look like they'd been sourced from the world's most exotic emporiums.
VIEW THE CONCEPT VIEW THE LABLES Take the Toyota tingle testSail away from your office
Premium Invitation from MediaWay Lisbon for Volvo Car Portugal about The Volvo Ocean Race.
VIEW THE AD Presenting the Imaginarium
Marketing directors/managers are bombarded with new shopper marketing outfits and offerings in standard presentation formats. Y&R Johannesburg realised the need to breakthrough \'death by powerpoint\' and deliver a more engaging business tool that cut through the clutter but also delivered information effectively. We developed a showpiece that brought the store to life visually through the concept of \'The Imaginarium of Extraordinary Ideas.\' A simple corporate folder unfolded to an extraordinary shopper experience. The design emulates a typical store layout and highlights how we could bring client\'s brands to life within it.
VIEW THE AD The festival gets a guide
CANNES CASE STUDY: Every summer the Melbourne Writers Festival consumes the city with over 40,000 people wandering through the CBD between venues. JWT Melbourne saw a perfect opportunity to take the festival to the streets with an interactive book that brings the theme "Stories From Every Angle" to life.
VIEW THE CONCEPT |
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