Improved Account Manager

Background

Mods Graphic Studio is the Swedish market leader in retouch and graphics processing. In this campaign Mods wanted to remind local ad agencies of their outstanding skills.

Idea

Akestam.Holst’s solution was ‘show don’t tell’.

A picture of an account manager at an ad agency is ‘accidentally’ sent to an art director working in the same agency. On the picture there are notes and scribbles drawing attention to things that the account manager would like to amend in order to be better looking - get rid of wrinkles, get a better tan, display more awards on the wall, sport a more expensive watch etc. The retouched proof made by Mods is attached in the envelope.

The idea is to give the impression that the account manager is using Mods Graphic Studio to improve their looks and that the envelope lands on the art director’s desk by mistake. The aim is for the art director to show the mail to the other creatives in order to make fun of the account manager and thereby start a conversation about Mods and how skilled they are. The mailing was sent to 10 different art directors working in the 10 most prominent agencies in Stockholm and every picture was tailor-made for each agency.

Results

Mods Graphic Studio have won several new client contracts as a result of the campaign, along with improved brand awareness in the Swedish agency world. The campaign has won several national and international awards, which in themselves have attracted interest from the main target group, art directors.

Target Audience

10 different art directors working on the 10 most prominent agencies in Stockholm