Agency self-Promotion

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.

For me, direct mail can be a wonderfully interactive medium – and this is a great example of just that. The recipients were encouraged to touch and feel and it was through their fingers that they got the message.

Charities are finding it hard to keep going as people keep their money to themselves. We chose to include this campaign because it provides evidence that a good idea, properly targeted, can still open wallets and purses.

A classic problem/solution idea brought to life clearly and dramatically by Goss.

The brief was to sell AUSTAR sport (a pay TV package) to Australian country pub owners. The high price point for AUSTAR sport is a significant barrier for pub owners. To break through this, the agency needed to convince them that AUSTAR sport is absolutely essential for attracting customers - as essential as beer! To do this, they took the iconic Australian song “The pub with no beer” and rewrote the lyrics so the song became “The pub with no sport”.

The interesting thing about The Signal is that the idea relied on good old-fashioned mail to get an online idea going.

DraftFCB play on the keenly developed sense of irony creative directors share with this campaign for Oktober.

Proximity London's Campaign for the RNLI embraces social issues and gets people involved in a brand through sharing its values.

Strategem's version of "Gerry McGuire" is probably one of the best pieces of agency self-promo to date. They demonstrate they are in the business of direct marketing but can write and shoot a damn good TV script.

To help Optus cut through in the small-to-medium business (SMB) market, the agency developed a truly integrated relationship building and lead generation campaign. The core of the campaign was a content-rich small business website, containing a reality TV show called 'Yes Coach'. They drove traffic to the site using press, radio, banners, eDMs and advertorials.

Subverting the traditional car launch process, a mysteroius package containing an mp3 player was sent to the main competitor's most loyal clients. The mp3 message invited the recipient to a top secret preview test drive.

A mailing of a real cake to get the attention of financial controllers in a highly competitive marketplace and celebrate CBA's high interest rates.

An orienteering compass to encourage walking enthusiasts to visit Wales in autumn. The recipients were directed to one of three web pages, each detailing a particular walk and compass bearings, based on the recipient's proximity to the start.

A pack asking Belgians to send a letter to M. Sarkozy asking him to designate as Belgian the Domaine Lous Grezès vineyard in France.

To communicate that they were selling virtually new cars at second-hand prices, Chevrolet sent out a unique direct mailer containing a life sized plastic seat wrapper identical to the ones found in brand new Chevrolets.

To encourage repair shops to use original Ford parts, Ford sent them a file with instructions on how to use it to get the best out of non-Ford parts. Because only Ford parts are guaranteed.

Part of the innovative Matterbox mailing, a box was sent to subscribers with ten ‘objects’ from ten different brands. To reflect the season, DIAGEO wanted to include something autumnal to encourage people to drink spirits at home.

IT people are traditionally very busy. Microsoft offered two new solutions that would reduce the amount of time that IT people spend on daily maintenance. To make them feel less lonely in their newly-found spare time, Microsoft sent them a special gift of goldfish to keep them company.

To create brand awareness about their DVD rental service, Fatso demonstrated the idea of the DVD being delivered straight to the mail box by transforming letterboxes into DVD players.

‘My Greatest Feat’ was a two-week school activity programme to advertise McDonald's commitment to combating obesity.

Action Against Hunger launched its international campaign 'No Hunger' in order to ask Al Gore to use his powerful media profile to present a documentary aimed at raising awareness and engaging public opinion around childhood malnutrition, just as he did with climate change.

To promote its new mobile broadband for Macs to the New Zealand creative community, top creatives were sent a life-size inflatable 'creative body double' to help them escape from the office without anyone realising they were gone.

A pragmatic mailing that draws attention to Chevy's price cuts by enclosing sticking plasters with offers printed on them.

To celebrate its first birthday, Sports channel Setanta sent a referee's kit (including whistle, pencil and notebook) to Australia's top 80 sports journalists to make sure they didn't miss any big game.

Persil wanted to create a campaign to increase activity and awareness of the importance of unstructured play in a child’s development. TNW did this by inspiring and equipping mums with the tools to embrace the cause and to encourage children to get out there, have fun and play.

To persuade clients to switch to a more expensive product, Fuji Xerox sent them a swear jar that could be used everytime an annoying paper jam occurred and to save the extra pennies to afford a more reliable office equipment.

In New Zealand, Yellow Pages is seen as an old fashioned book. The agency wanted to show the opposite by building a restaurant. In a tree.

A series of emails to get people out of work on time and to the pub for 'Foster's Night'.

A campaign to dramatise how much time is wasted as a result of small interruptions in the work environment. This was supported by a bespoke landing page hosting an online preview video of the new programme.

A DM pack containing a trolley coin key ring to convince prospects of the qualities and clever features of the NOTE – based around the theme ‘Uncomplicate your day’.