Good Habit
GuihenJones
Issue 28 | September 2013
Agency
GuihenJones
Creative Team
Concept: David Higginbotham Senior Copywriter: David Higginbotham Senior Art Director: Jo Kensington
Production Team
Agency Director: Trevor Jones Marketing Director: Gaye Steel Production Consultant: Terry Copas RTV: Vivi Guedes, Manoela Estellita Producer: Piloto Director: Dani + Chalabi Sound Producer: Dafne Music
Date
June 2013
Background
When phdcreative – a well-known and respected independent retail communications specialist – decided to rename as GuihenJones, they needed to get their new name, new look and new website out to current clients, potential clients and the industry at large. But they also needed to communicate their guiding principle of unrivalled customer service in a creative way that could be immediately understood, appreciated and remembered.
Idea
This rebranded agency’s attention to their clients’ needs was as hard a habit to break as smoking. In fact, it was their vice! GuihenJones wanted trade magazine editors, industry heads, bloggers, tweeters, marketing managers, retail experts, thought-leaders, opinion-formers and deal-makers that could help them spread the word that GuihenJones had arrived, to know this right from the first second they heard about them. In order to do this, they needed to grab their attention straight away… so they issued a unique press release in the form of the biggest vice of all - a packet of cigarettes!
Unbranded on the outside and begging to be opened, each cigarette pack press release was personally hand-delivered to each member of the target audience. In it, they found a GuihenJones-branded USB stick and a neatly folded press release. On their USB, they’d also find a soft copy of the press release along with any necessary agency photographs.
Results
This was one box of cigarettes that was definitely not bad for the health. This unique press release led to a 100% response rate amongst the target audience. Their write-ups and plugs led to just under 1,000 visitors to the agency’s new website in the first week alone, as well as a host of strong leads for new business. But most importantly to an agency that prides itself on its relationships with its long-term clients, GuihenJones received nothing but positive feedback and best wishes from them as well. And in follow up calls since the press release went public, there was a awareness recall of over 75% when people were asked about the new agency name and their USP of customer service.