Category: Corporate Image & Information
Advertiser: ISTROPOLITANA OGILVY
Product/Service: NEW YEAR'S GREETING
Agency: ISTROPOLITANA OGILVY
Account Team: Slavo Danko (Istropolitana Ogilvy)
Creative Director: Peter Darovec/Braňo Bezák (Istropolitana Ogilvy)
Art Director: Vladimír Ďurajka/Michal Moravec (Istropolitana Ogilvy)
Copywriter: Braňo Bezák/Peter Darovec/ (Istropolitana Ogilvy)
Media placement: Outlook Meeting Request - Outlook Meeting Request - 26th December 2012
Describe the brief/objective of the direct campaign.
The main idea was to create a New Year's greeting which would tell our clients that we are at home in the online world.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
How to get to a New Year’s party of each of your clients to wish them ‘Happy New Year’? You can have their best friend Outlook do the job for you.
We sent our clients requests for ‘meeting with happiness’. Since many of them synchronise Outlook with their smartphones, our meeting and our New Year’s greeting appeared on their phones at the same time just before midnight of the New Year.
So we were among the first ones to wish our clients Happy New Year 2012.
This meeting with happiness will remain in their calendars for the whole year.
Explain why the creative execution was relevant to the product or service.
This simple but clever idea showed the online and digital competence of our agency to our clients. This was the main purpose of the project.
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.
We got very positive feedback from our clients. Most of them kept the reminder of meeting with happiness in their calendars for the whole year. This way they are constantly reminded of our presence.