Keep Your Fingers
Bong Ljungdahl Sweden
Issue 6 | July 2008
Agency
Roi Division
Creative Team
Jörgen Lindström - Art Director;Jonas Lundquist - Art Director;Max Näslund - Art Director;Henrik Näsman - Copywriter
Production Team
Carlo Stecksén - Account Manager
Other Credits
Larry Alarcon - Programming
Date
November - December 2007
Background
Bong Ljungdahl is one of Europe's largest envelope manufacturers. However, they had a seroius problem - advertising agencies in Sweden, their prime market, weren’t ordering envelopes from them. Advertising agencies consider standard envelope formats boring, but feel it is too expensive to produce tailor-made formats in small quantities and that the production time is too long. What they didn’t know was that Bong Ljungdahl has over 2,000 punch templates in stock, ready for use. As a result, Bong Ljungdahl are able to produce tailor-made envelopes within a fortnight and at a highly competitive cost.
Idea
Roi Division created a campaign site called BONG LAB (www.bonglab.se) where agencies could search for envelope formats, download templates and order tailor made dummies free of charge and delivered within a couple of days. The launch of the campaign site was built around a two-piece competition, called 'The Golden Punch'. Agencies were requested to download templates, design an envelope and order a free dummy. Best window envelope and best use of colour for envelopes won prizes for the whole agency and were automatically nominated in the Swedish DMA competition.
To direct people to the site, 2,000 art directors and graphic designers at advertising agencies were mailed in three stages. Step one in the campaign was a mail piece containing a severed plastic finger and the message 'Next time – let Bong Lab cut the dummy!'. Step two consisted of a window envelope cut into the shape of a stained glass window with an invitation to participate in the window envelope competition. Step three was a colourful envelope with a challenge to participate in the colour envelope competition.
Results
19.5% registered on the campaign site and downloaded templates. 3.9% designed and ordered dummies. 59.5% opened the email. Overall, 27.7% of the target group visited the site, spending an average time of two and a half minutes there.
Target Audience
Art directors and graphic designers at advertising agencies.
Size
2,000 mailings
Our Thoughts
I wasn't too keen on the chopped off finger but I liked the mailing featuring the stained-glass window envelope. What a simple yet stunning way of dramatising the fact that their client can provide agencies with the most elaborate and unusual die-cut envelopes. SH