Category: Dimensional Mailing
Advertiser: CEMEX ESPAÑA
Product/Service: CEMENT
Agency: D6
Media placement: Direct - Mail Dimensional - 1 St November
Describe the brief/objective of the direct campaign.
Cemex is a cement company which year after year undertakes a project to promote and sponsor the finest works in architecture and construction. And one of the materials that ensures excellence in such works is white cement. For a full year, the Spanish marketing department of Cemex decided to concentrate its efforts on promoting the use of this material. The claim was very simple: build in white.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The market is saturated with promotional brochures showing the qualities of various types of cement, with photos lavishly illustrating the wonders it can be used to create. Breathtaking images by great photographers documenting the incomparable works of world-famous architects.
Rather than simply show what has already been done, the agency and Cemex's marketing department wanted to stimulate the imaginations of the company's customers and suggest all that still remains to be created.
Explain why the creative execution was relevant to the product or service.
Instead of a brochure, we distributed a construction game. We went back to the basics, to the instinct for imagining and creating, with a direct experiential exercise that linked head and hands.
And so all of our arguments in favour of the product, rather than appearing in the usual pages of a beautiful brochure, were delivered in a simple white carton containing the pieces which would give wings to recipient's own imagination.
In reality, it was a kind of ephemeral brochure, of which a single reading would suffice, and which could be destroyed so that something new and fascinating could be created from the same materials.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
And that's what happened. A website, a Facebook page and an email allowed recipients of this mailing to create, judge and share their individual versions of the 'brochure'.
Now we have not only the small creations that great architects have built with Cemex White, but also those of its distributors, warehousers and builders, and their colleagues, their family members, their friends....
Lately everyone is building with Cemex White.