Whaquim Sanchez - DDB Sydney
Mailplus
Issue 12 | September 2009
Agency
DDB Sydney
Creative Team
Executive Creative Director: Matt Eastwood, Creative Director: Mark Harricks, Copywriter: Charlie Cook, Art Director: Simon Johnson, Designer/Typographer: Jason Young, Designer/Typographer: Erwin Santoso
Date
20th April 2009
Background
In these tough economic times, businesses are under pressure so mistakes are made, deliveries get lost and office rage is at an all time high. Mailplus’s premium office management & delivery service was the perfect solution to these stressful situations.
Idea
The agency created the ultimate office stress relief tool, Whaqhim Sanchez. Why WHACK an incompetent courier when you can WHAQ-HIM instead? This 5 foot blow up punching doll became the perfect way to quash office rage and therefore improve efficiency. 300 dolls and 60,000 supportive brochures were sent to prospective clients. Once finished whacking Whackhim, dispatch managers were encouraged to call Mailplus for a more permanent solution to office stress and productivity.
Results
22% of Whackhim recipients took up the 1 Month Free trial.
6% of the 60,000 targets became permanent client.
“We really needed to make an impact in an otherwise dreary market and Whaqhim created huge talk-ability and returned great results. We always aim for a 5% conversion rate and we reached 22% which is unbelievable in this market.”
Our Thoughts
The beauty of direct is when you get people to do things not just once but repeatedly. You can open a pack once, pick up the phone once, look at the gift once – and then bin it. But if it’s something that’s fun (a word I’m keen on at the moment, you may have noticed) like this blow-up doll and something you want to do again and again – like punching your delivery guys for being late, slow, casual etc, then you’re in with a shout of turning the recipient into a fan. And fans spend money.