Stocking Head
Issue 11 | July 2009
Agency
DraftFCB New Zealand
Creative Team
Executive Creative Director: James Mok
Production Team
Mason Clarke
Other Credits
Account Directors: Natalie Lowe, Brodie Lawry
Background
January is the toughest month of the year for an electronics and white-goods retailers like Bond+Bond. Christmas budgets are blown and no one’s shopping for big household purchases.
Idea
To make the offer cut through the catalogue clutter prevalent at this time of year, the pack was shoved in a stocking and customers invited to ‘rob’ the stores.
Results
Compared to the control group, recipients of this DM have, so far, spent 504% more in store, with an average spend of $318 per person as opposed to $63.
Our Thoughts
Why I like this idea is because for most people in most agencies the envelope is the outer. It’s where you write a line that tries to get people inside. End of story. But for the team here, the envelope is media in its own right. How can the envelope itself communicate the offer clearly and how can it stand out from all the other mail on the mat? By thinking about it just a little bit differently.