Mailbox DVD Player
SKY TV New Zealand
Issue 10 | March 2009
Agency
RAPP New Zealand
Creative Team
Wayne Pick - Executive Creative Director; Kim Pick - Head of Copy; Bibi Bliekendaal - Copywriter; Rob McDowell - Art Director
Production Team
Marcel de Ruite - Production Manager
Other Credits
Cliff Li - Designer; Clare Waldron - Account Director; Emma Allen - Account Manager
Date
July 2008
Background
Fatso.co.nz is an online DVD rental service that delivers DVDs free through the mail, with no late fees or return times. Fatso.co.nz had recently merged with DVD Unlimited and MovieShack and had limited brand awareness. The agency needed to create brand awareness and encourage ongoing memberships by highlighting what Fatso.co.nz was all about: the easy way to get DVDs delivered straight to your mail box. Better still, if you signed up for a year, you could get a free DVD player.
Idea
To bring to life the idea of ‘DVDs delivered’, RAPP New Zealand paper-engineered a mail drop that transformed 1,000 ordinary suburban letterboxes into DVD players. On the underside of the piece, three stabilising struts folded out to keep the ‘DVD tray’ in place, upright and highly visible. So it was more than a mailer; it was a piece of highly visible outdoor too.
Our Thoughts
Sometimes I want to fill this little space with a thousand words on a piece, if it illustrates a new direction for advertising or whatever. But then sometimes the idea is so straightforward, so captivating it speaks for itself. But I feel I have to say something – and just waffle. Like here.