S.P.E.M
Haunui Farm
Issue 3 | July 2008
Agency
AIM Proximity
Creative Team
Matt Shirtcliffe - Creative Director;Matt Hampton - Art Director;Chris Long - Copywriter;Barry Cumming - Senior Mac Artist
Production Team
Jen Eagan - Production Manager
Other Credits
James Rogal - Account Manager
Date
August 2006
Background
AIM Proximity were tasked with getting mare owners to book a service from one of Haunui’s two fertile stallions. They needed to make the offer compelling even though the stallions’ breeding record had not been proven.
Idea
In order to emphasise the stallions’ high fertility levels, AIM Proximity created a fake society concerned about horse immorality. S.P.E.M (Society for the Protection of Equine Morality) sent a warning pack to owners to protect their mares against Haunui’s ‘hot-blooded young males’. The pack included a brochure detailing the exploits of ‘Dirty’ Don Eduardo and ‘Easy’ Elusive City as well as two giant horse condoms. Haunui Farm sent a follow-up letter apologising for any embarrassment caused by the S.P.E.M mailing and admitting that the two horses were indeed very fertile - the perfect reason to make a booking. As a gesture of goodwill they also offered a free service to those signing up to a contract with either stallion.
Results
Out of 200 packs sent, 112 contracts have been signed - an ROI of 1056%. The campaign also generated lots of interesting talk on horse blog sites and won a 1st place Caples.
Target Audience
Mare owners
Size
200 packs
Our Thoughts
The first time you look at this, you can’t quite believe it. But it is not a scam. Horse breeding is big business in New Zealand these days and it tells you something about the Kiwi psyche that horse breeders thought this idea involving a twenty-four inch condom was hilarious.