Crown Relocations: FRAGILE

Name	Position	Company
Tay Guan Hin	Regional Exec. Creative Director	JWT Singapore
Ali Shabaz	Exec. Creative Director	JWT Singapore
Joseph Cheong	Copywriter	JWT Singapore
Clarence Chiew	Copywriter	JWT Singapore
Andrew McKechnie	Copywriter	JWT Singapore
Ang Sheng Jin	Art Director	JWT Singapore
Neo Kian Heng	Production Manager	JWT Singapore

Brief: Research showed that a key concern our target had when it came to relocation services, was how well their belongings would be taken care of while being moved. The brief was to create a high impact direct mailer that would highlight Crown's dedication to the care of moving fragile items, with a drive-to-web response where they could find out more. The primary target audience were high-income expatriates, who often need international relocation services. The secondary audience were PMEBS and high-income locals who own expensive furniture. Solution: Media-wise, high impact DMs usually suffer from high distribution and postage costs. In addition, unsolicited mail often has a negative impact on effectiveness. Instead of a traditional solution, the team needed a way to reach our target in a way that was not only cost-effective, but with a high recall factor. The creative solution was unusual, yet particularly relevant. Furniture pieces were printed on the back of bubble wrap sheets. These were then distributed to lifestyle and furniture stores to wrap delicate purchases - innovative reminders for our target to visit Crown's website if they wanted a fragile move done right.