Current Issue 4
September 2007
Mail & Door Drops
20°C Saatchi & Saatchi A mail pack containing a sample of unbranded washing powder and a piece of black cloth with instructions to wash it at 20°C. When washed, the cloth turns pure white, revealing the message - ‘it’s that easy to get your clothes pure and clean at only 20°C.’ The mailing could also be used as a discount voucher.
A New Chapter in Music History Stephens Francis Whitson A book documenting some of the iconic concerts of the past few decades with the aim of telling the very small number of genuinely influential music promoters, band managers and agents that The O2 is the 21st Century’s first new legendary venue for live music.
Best of British Kitcatt Nohr Alexander Shaw A mailing in the form of a fold-out picnic rug and hamper to promote food retailer Waitrose’s ‘Best of British’ seasonal produce and drive customers to shop in branch this summer.
Bonsai Harrison Troughton Wunderman A mailing to IT directors at high street banks to promote the main benefit of Microsoft Branch Office Solution - that it helps make branch staff more productive. The mailing is in the form of a real Bonsai tree with a 4ft tall support cane and the message, ‘Expect a lot more growth from your branches.’
Buff it? Or Bash it? EHS Brann Cirencester A pack containing a model Volvo C30, a cleaning cloth and a hammer, with the invitation to ‘buff it or bash it’. The idea was to adopt the ‘love it or hate it’ strategy to get people talking about the new car.
Catsan Magazine OgilvyOne worldwide Lisbon Mailing in the form of a magazine for cats sent to the MARS database to promote the Catsan litter product.
Catsan Magazine OgilvyOne worldwide Lisbon Mailing in the form of a magazine for cats sent to the MARS database to promote the Catsan litter product.
Click on the Online Agency Proximity BBDO To demonstrate to professional customers just how easy it is to click on their online account management service, EDF sent them a DVD containing a Nouvelle Vague style short film during which nothing happens except for telling customers to click anywhere to access the Online Agency. Not to do so becomes absurd.
Collar Pack BMF A mail pack containing a Guide Dog collar and explaining the process of training a guide dog in order to raise corporate sponsorship to train and support a dog for two years.
Colon Cancer Mailing Y&R Germany A very small envelope containing a mailing that, in its unfolding, demonstrates the unnoticed growth of a colon tumour.
Farmer’s Tin BMF A direct mailer to media commentators and journalists to launch the new Tooheys Extra Dry work ‘HarvesTED’.
Flat Rubber Doll OgilvyOne worldwide Japan A mailing to lapsed yoga attendees in the form of a flexible rubber doll with a photo of their face appended to the body.
Idea Graveyard Heye,121 GmbH/Tribal DDB Munich A ‘cemetery’ mail pack and website inviting creative and art directors to give their dead ideas a proper burial and go to Getty Images for inspiration on new ideas.
Just Car Undies Rapp Collins Melbourne A quirky and irreverent mailing - in line with Just Car’s brand personality - to appeal to their young customers’ sense of fun and to get them to opt-in for online promotional material. The mailing offered recipients the chance to win an extreme Redballoon adventure trip and gave them a spare pair of undies ‘just in case’.
Picasso and You OgilvyOne worldwide Kuala Lumpur An invitation in the form of a Picasso painting with the teaser, ‘Could Picasso be a long-lost relative’ to secure the time of top CEOs at IBM’s client appreciation event. The highlight of the event was to be a speech by the leader of The National Geographic Society’s (and IBM-backed) Genographic Project, which traces human migratory history.
Puppet Arc Worldwide / Leo Burnett Advertising A simple mailer and press insert using the motif of a puppeteer’s strings, which untie when the envelope is opened, to demonstrate how easy it is for the recipient to set a victim of violence free.
Rain Mac Partners Andrews Aldridge A brave campaign that tackles head-on the negative perceptions that people have about Wales in the autumn. This test mailer consisted of a rain mac and an invitation to come and enjoy the rain.
Size Matters TEQUILAAuckland in association with TBWAPR A miniature-sized courier pack to announce the release of Ratchet & Clank: Size Matters to New Zealand technology and gaming journalists. The biggest Playstation PSP release for 2007 was launched on the smallest scale possible - so small the covering letter had to be read by a magnifying glass, and the actual size wall poster measured 4.5cm by 6.5cm.
Stick & Save Arc Worldwide / Leo Burnett Advertising Treat Every Environment Special (TREES) sent a mailer to HR and Finance directors to encourage paper recycling in the corporate sector. The mailer contained stickers that could be placed on photocopiers allowing the message to be replicated and seen by every employee in the company.
Takeaway Harrison Troughton Wunderman A door drop campaign consisting of a series of leaflets looking like takeaway menus but actually explaining what workout you need to do after consuming each of the dishes.
Taxi Driver DM Proximity BBDO A humorous mailing in the form of a questionnaire to encourage taxi drivers to put themselves in their passengers’ seats and see that the Chrysler 300C represents a compelling option for a taxi.
The Bookmark JWT Beirut Two-part bookmark mailer from JWT Beirut to its clients for Christmas / Adha / New Year, with a special message of peace for Lebanon.
The Children’s Mobile ‘Sofia Model’ OgilvyOne worldwide Frankfurt A two-part mailing to German businesses already active in Bulgaria to raise financial support for the new charity Prijateli, which supports abandoned children in Sofia. The first mailing involved a mobile kit, whose parts were anything but child-friendly. This was followed up by a letter from the Bulgarian consulate including a brochure and money transfer form.
Transistor Radio Kit Proximity Philippines A mail piece in the form of a ‘do-it-yourself’ transistor radio kit to raise awareness of the country’s first-ever radio-specific advertising awards and encourage agency creatives to enter their work.
Welcome Bruketa&Zinic OM A door drop in aid of an organisation for abandoned dogs. The picture shows a cute dog looking up at you from your doormat and asking you to pick him up.
White Letter Proximity Portugal A totally blank letter enclosing BES’s new concept credit card – the White Card – to convey the idea of ‘giving someone a white letter’ (Portuguese equivalent of ‘the green light’) when it comes to making credit card purchases.
White Letter Proximity Portugal A totally blank letter enclosing BES’s new concept credit card – the White Card – to convey the idea of ‘giving someone a white letter’ (Portuguese equivalent of ‘the green light’) when it comes to making credit card purchases.
Online & Digital
Call For Help Arc Worldwide / Leo Burnett Advertising An impactful Short Audio Message and SMS campaign raising awareness of the horrors of domestic violence against women, and urging recipients to call the WAO if they are a victim of violence or know someone who is.
Cisco Boooming OgilvyOne worldwide Frankfurt The first-ever voice-activated online soccer game to raise awareness of Cisco Unified Communications Solutions during the Soccer World Championship 2006 in Germany.
ElectroCity Rivet New Zealand ElectroCity is an online educational game designed to teach children about energy generation and environmental management in a fun and intuitive way by allowing them to build and manage their own virtual towns and communities.
Galp Millions Website Proximity Portugal A promotional website for Galp Energy’s Fast Card mega prize draw, using the creative idea of a poor harassed man who didn’t play his points so wasn’t able to claim his prize, in order to persuade Fast Card owners to bet their points.
LOST Adventures Jung von Matt AG A multi-stage interactive email game to create buzz around the start of the second season of the TV series LOST. Within four episodes, the user could experience via emails what it feels like to be part of LOST: mastering mazes, overpowering sharks and cracking a secret code to take part in a competition on a mysterious website.
Relax Tiempo BBDO An email written at a 90 degree angle to force recipients to rest their head on their shoulder to read it, to communicate the relaxing properties of Hornimans Infu-Relax herbal tea.
Outdoor & Events
L’TUR: I am gone! OgilvyOne worldwide Frankfurt A poster and direct mail campaign aimed at drawing the maximum amount of attention to L’TUR’s low price offers and dramatising the potential for people to act and travel spontaneously.
San Sebastian’s Film Festival Event Vitruvio Leo Burnett An ambient as well as print campaign at the San Sebastian Film Festival to lift the lid on everyone who hadn’t seen one of cinema’s classic movies and draw attention to TCM as the reference place for must-see films.
This is Living Ambient TBWAWhybin PlayStation 3’s ambient campaign launch in New Zealand gives inanimate objects a voice – and they say some very dodgy things.
Integrated
Castrol Power1 Tour OgilvyOne worldwide SpA, OgilvyInteractive Srl An integrated campaign surrounding Castrol’s sponsorship of the Swiss team Swiss Performance’s attempt to beat the historic Land Speed Record at the Bonneville Salt Flats in Salt Lake City, Utah. Prior to the world record attempt in September, the Swiss team tested their motorbikes on a 6,000km tour across Europe between April and June. Castrol supported this tour with advertising, promotional gifts and activation events, but principally with a multi-country website and blog that acted as a web reality show covering the progress of the tour.
Demand a ViewSonic ChemistryTM A press and online campaign dramatising the effects of poor monitors on their users to raise awareness of the ViewSonic brand and its range of ergonomic monitors and encourage users to ‘Demand a ViewSonic’.
Gangs of London 20:20 London An integrated campaign for the launch of Gangs of London, using the latest image-recognition technology as well as traditional DM and print media to engage an audience wary of branded messages in the marketing of the game.
HP Toyrama Campaign Arc Worldwide Pte Ltd An integrated campaign to drive traffic to HP’s online Toyrama Contest. The competition invites digital animators and designers to create their own stop-motion animated films, using the characters and scenarios on www.hptoyrama.com, for the chance of winning Autodesk Maya software and a trip to the DreamWorks Animation Studios in the USA.
Idea Graveyard Heye,121 GmbH/Tribal DDB Munich A ‘cemetery’ mail pack and website inviting creative and art directors to give their dead ideas a proper burial and go to Getty Images for inspiration on new ideas.
The New Fabia Integrated Launch Campaign archibald ingall stretton A mail and online campaign to promote the launch of the new Skoda Fabia and to tie in with the overall ‘Cake’-themed launch campaign.
Tuk-Tuk - Taking You to Local Jobs Elvis To communicate JobsToday’s local expertise, this mail and online campaign uses a charming and iconic Tuk-Tuk and driver along with the end line ‘taking you to local jobs’. All the creative executions feature the Tuk-Tuk and driver in different situations taking people to local jobs.
Unlearn Outsourcing StrawberryFrog A highly targeted campaign involving personalised cover wraps, newscasts and microsites driving C-level executives to a fictitious online ‘Unlearn Center’ where their misconceptions about outsourcing could be replaced by truths.