Category: Business Products & Services
Advertiser: DREAMBOX
Product/Service: STATIONERY OFFICE SUPPLIES
Agency: DAY6
Managing Director: Panos Theokas (Day6)
Creative Director: Ivan Papadopoulos (Day6)
Creative Director: Panagiotis Kavopoulos (Day6)
Art Director: Anna Maria Merivani (Day6)
Media placement: Direct Mail - Sent To Recipient - 8 November 2011
Describe the brief/objective of the direct campaign.
Dreambox, which supplies stationery to various companies, wanted to inform both existing and potential clients about a special price reduction.
Strategically, we wanted a friendly and unique way of communicating the products and offers of Dreambox, something that potentially all receivers will keep on their office desks, bringing Dreambox to the top of their mind and a smile to their faces.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a direct mail that included a fully operational Catapult and Crossbow exclusively made from stationery items (pens, pencils, binder clips, rubber bands, rulers, etc.) calling existing and potential clients for a strategic alliance that can ‘shoot the prices down’. A step-by-step ‘how to fire’ diagram was also included.
By this specially designed ‘call for action & fun’ direct mail we projected to a 50% overall (existing & new customers) response rate.
Explain why the creative execution was relevant to the product or service.
‘Shoot ‘Em Down’ weapons were originally designed using exclusively products of Dreambox. You can hold them in your hands and play with them while you benefit from the prices that have been ‘shot down’. This friendly and effective approach is most appropriate to the brand’s profile.
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.
100 ‘weapons’ were delivered to existing customers. All recipients replied to thank Dreambox for the unique gift and most of them made a new order. Many of them asked for some more ‘weapons’ to give to friends! All these comments and discussions led to a further strengthening of the clients-Dreambox relationship.
50 ‘weapons’ were sent to potential clients. 27 of them replied saying they were impressed, asking for a Dreambox presentation appointment in order to proceed to a possible strategic alliance.
The direct mail campaign investment has been returned 10 times, just by the first wave of orders.