Advertiser: LEO BURNETT COLOMBIANA
Agency: LEO BURNETT COLOMBIA
Category: Permanent Retail
Advertising campaign: INBOX MESSAGE
General Creative Director: Fernando Hernández (Leo Burnett Colombiana)
Creative Director: Alexis Ospina (Leo Burnett Colombiana)
Creative Director: Carlos Oviedo (Leo Burnett Colombiana)
Designer - Web Designer: Maicol Vera (Leo Burnett Colombiana)
Account Director: Inés Posada (Leo Burnett Colombiana)
General Creative Director: Mauricio Sarmiento (Leo Burnett Colombiana)
Creative Director: Rafael Reina (Leo Burnett Colombiana)
Copywriter: Diana Poblador (Leo Burnett Colombiana)
Art Director: Rafael Reina (Leo Burnett Colombiana)
Execution
As a brief requirement, we couldn´t do anything different than an Email. There was no budget to do something else, so our creativity had to adjust to the specifications that offered the Email servers. Plus, our message had to have the creative spirit of Leo Burnett. This one couldn´t be the exception, even more if it was a message from us to our clients.
Client Brief Or Objective
Every year Leo Burnett Colombiana sends to its clients a Christmas Email thanking them for the good job done through the whole year.But last year we decided to do things a little bit different: we realized that no one wants to open a corporate Email on holidays. So we decided to send a message impossible to ignore.
Outcome
In the end, without having to spend any extra money, we managed to surprise everyone with a message adaptable to any kind of Email server. Our success was that no one had to open any Email to get our Christmas message. And the best of all: all our clients read it and it didn´t get lost as another message in the inbox.
Implementation
A Christmas wish via Email that no one could miss:First, we divided it in 6 short sentences. Then, we sent each sentence as the subject of an Email at late hours of the night. Making sure that the 6 of them could arrive to destination in order and one following the other.Next morning, when our clients opened their inbox, they all read our Christmas message completely and without having to open any mail.