The Greatest Show on Earth
Direct Marketing Association of Malaysia (DMAM)
Issue 3 | July 2008
Agency
Arc Worldwide Malaysia
Creative Team
Tan Kien Eng - Executive Creative Director;Theresa Tsang, Yoong Seow Foong. Tan Kien Eng - Art Directors;Pauline Feliciano, Valerie Chen, Tan Kien Eng - Copywriters;Khairul Anuar, Pang Jyn Haur - Illustrators
Production Team
June Liew - Client Services Director; Ong Chee Hin, Liew Kam Yong - Production Managers; Fok Soop Chin, Ong Chooi Lee, Zarak Mohamed, Chloe Chan, Tommy Kwan, Yap Beng Beng, Soo Soi Hoon, Lim Sew Min, Shara Goh - Studio
Other Credits
Tan Kien Eng, Amu Ratnam – Client Servicing
Date
November 2006
Background
Arc Worldwide were tasked with creating the call-for-entries for the Direct Marketing Association of Malaysia (DMAM) Awards 2006 and encouraging agencies to submit their best work.
Idea
The theme for the Direct Marketing Association of Malaysia (DMAM) Awards in 2006 was based on the world-renowned circus, ‘The Greatest Show On Earth’. Arc Worldwide therefore created an entry kit that was equally thrilling. It ‘travelled’ to the top DM and interactive agencies in Malaysia in a bright, showy circus caravan, personalised to each agency. From miniature model circus animals right down to a mini whip on the letter, the pack challenged agencies to round up their troupe, whip their entries into shape and put on their best act at the upcoming awards show.
Three key insights into the mindset of DM practitioners drove the call-for-entries pack Idea first, that direct marketers (especially on the creative side) feel inferior compared to their advertising brethren. Hence the theme, ‘The Greatest Show on Earth’ was coined to project the pride and excitement in what they do. Second, it’s frustrating when clients refuse to invest a little extra to personalise the work. With this pack, therefore, they took the trouble to personalise not just the letter, but also the outer box and poster inside. And third, that DM creatives are obsessed with dimensional mail.
Results
The highly-involving pack evoked childlike excitement amongst its recipients, generating 196 entries from a country with fewer than 15 DM and interactive agencies. This is extremely positive when compared to more developed countries like Singapore, Hong Kong and Thailand where DM award shows normally draw in an average of 100 entries.
Target Audience
DM and interactive agencies in Malaysia.
Size
50 call-for-entries packs.
Our Thoughts
What’s so amazing about this is how lavish it is. As a creative director being urged to enter ‘the greatest show on earth’, you couldn’t help but feel indulged.