Category: Dimensional Mailing
Advertiser: DAIRY CONSUMER EDUCATION PROGRAM
Product/Service: REDISCOVER DAIRY
Agency: FoxP2
Creative Director: Justin Gomes (FoxP2)
Creative Director: Andrew Whitehouse (FoxP2)
Copywriter: Justin Osburn (FoxP2)
Art Director: Reijer Van Der Vlugt (FoxP2)
Art Buyer: Janine Waine (FoxP2)
Sculptor: Barry Barichevy (N/A)
Media placement: Direct Mailer - 15 Pieces - Direct - 5 May 2011
Describe the brief/objective of the direct campaign.
We were briefed to create a direct mailer for SAMPRO's dairy consumer education project, targeted at 15 major South African magazine editors. We wanted them to feature more articles about the benefits of consuming dairy products in their publications.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted the editors to be champions of dairy, so we decided to immortalise their future achievements in promoting dairy products by creating busts out of the very product we were promoting - dairy. We briefed a local sculptor to sculpt each editor's head out of a block of cheese, in great detail. Next we sent the completed busts to 15 magazines' offices, complete with a letter that told the editors we'd identified them as champions of dairy, along with a list of the benefits of consuming dairy. Within weeks, articles and advertorials promoting dairy had appeared in 7 publications.
Explain why the creative execution was relevant to the product or service.
We created a creative direct mailer out of the very product we were trying to promote - dairy. By making each piece a unique representation of the editors, we connected with the target audience on a very personal level. At the same time, we showed them that by helping us out, we considered them to be heroes in the cause for dairy.
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.
All 15 targeted editors received a unique, personalised sculpture of themselves and 7 articles and advertorials appeared within weeks of delivery, generating R204,052 worth of exposure on an overall budget of only R45,000.