Category: Flat Mailing
Advertiser: SANOMA NEWS / HELSINGIN SANOMAT
Product/Service: NEWSPAPER
Agency: HASAN & PARTNERS
Creative Director: Eka Ruola (Hasan & Partners)
Copywriter: Anu Niemonen (Hasan & Partners)
Account Director: Gustaf From (Hasan & Partners)
Project Manager: Kati Eerola (Hasan & Partners)
Marketing Manager: Terhi Vaalavuo (Sanoma News/Helsingin Sanomat)
Graphic Designer/Art Director: Jarkko Talonpoika (Hasan & Partners)
Media placement: Direct Mail - Email And 2 Reminders - 3 March 2012
Media placement: Direct Mail - Mailed, Physical Invitation - 3 March 2012
Describe the brief/objective of the direct campaign.
The biggest newspaper in Finland, Helsingin Sanomat, arranged the year’s most important event, Print & Pint, targeting creatives.
This year our speaker was creative director Gilles Fichteberg, who is best known for his Alka Seltzer prints and the skill of telling the story and product benefit in one picture. Because the event was all about getting inspired by the stories of world-class creatives, grabbing a few pints along and finally making better print advertising, we sent pint coasters to our target group, creatives, in Finland, with the story of Alka Seltzer ads made in the Fichteberg style.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We invited creatives with coasters where we told the story of of Alka Seltzer ads from briefing to the winning in Cannes and from the invitation to Finland to the Print & Pint event.
Explain why the creative execution was relevant to the product or service.
Helsingin Sanomat wants to have outstanding print ads in their newspaper. That is why they want to inspire creatives to make better print advertising for example by arranging happenings like Print & Pint. We also wanted the invitation to be as good as the best print ads and remind about the speaker as much as possible.
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.
Over 50% of the creatives invited showed up, enjoying the speech and the Print & Pint event and yes, Gilles Fichteberg had to take some Alka-Seltzer the next day. This time with our client…