BEHOLD - A SELECTION OF DIRECT MARKETING CAMPAIGNS
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WHAT HAPPENS WHEN YOU HIT 'ENTER'?
CLIENT:
SECTOR: COI
BACKGROUND: To encourage 16-18 year olds who had just sat exams to consider a career in the RAF as an ICT specialist. By urging them to investigate what happens when you hit 'Enter' at the RAF, we were able to demonstrate that a basic command could action something significant - such as getting a UAV off the ground!
THE ULTIMATE COMEBACK TOUR
CLIENT: CALM (CAMPAIGN AGAINST LIVING MISERABLY)
SECTOR: Charity
AWARDS: DMA 2008 - BUSINESS DIRECT MAIL: GOLD
BACKGROUND: This was aimed at high-ranking individuals in the music industry. We wanted them to contribute artists, unique music tracks or money for a website aimed at suicidal young men. We needed something with cut-through, so came up with the idea of the Ultimate Comeback Tour, starring a host of famous musicians who had all killed themselves. We sent out a tour t-shirt, featuring the musicians' names and, on the back, rather than gig venues, their places of death. This piece received a hugely positive response.
THE NAUGHTY SALT POT
CLIENT:
SECTOR: Food & Beverage
BACKGROUND: Aimed at mums in order to highlight that Birds Eye kids' meals were all low salt. Rather than making this typically educational, we thought it would be more effecitve to get the message across in the form of a story mums could sit down and read with their kids. So we made the piece appear like a children's book, telling the tale of a naughty salt pot.
A TASTE OF SUMMER
CLIENT: DIAGEO
SECTOR: Food & Beverage
BACKGROUND: Diageo wanted to promote their range of spirits and open consumers up to the idea that it wasn't just PIMM'S that could be enjoyed of a summer. Inside, there was a letter and recipe cards, along with summer tips - each featuring a different aspect of summer entertaining.
SHALL I? SHAN'T I?
CLIENT: UNILEVER - FLORA
SECTOR: FMCG
BACKGROUND: Flora wanted to regain ground with people who were diet conscious by promoting the healthy benefits of their extra light spread, showing that it's the lowest fat spread available.
THE FASTEST DRYING FABRIC CONDTIONER ...
CLIENT: UNILEVER - COMFORT
SECTOR: FMCG
AWARDS: DMA 2004 - DOOR-TO-DOOR: GOLD
BACKGROUND: This piece encouraged sales of Comfort Fast Dry by targeting areas in the
LETTER FROM THE FUTURE
CLIENT: ENERGY SAVING TRUST
SECTOR: Public Services
AWARDS: Precision Marketing Response Awards 2007:
Best Utilities & Public Services Finalist
BACKGROUND: Following local elections, we needed to encourage 250 newly-elected council leaders to continue their work with the EST towards a sustainable future. In order to demonstrate how present actions could have a positive future impact on their constituency, we sent 'a letter from the future'. Dated and postmarked 2026, this was 'written' by a member of the community who had been a child when the councillor was elected and was now writing to thank him for the changes he'd made which had guaranteed a good childhood for her. This was accompanied by a 'newspaper clipping' from 2007, outlining the councillor's environmental policies (namely, the steps we were encouraging them to take with the help of the EST). All this arrived special delivery inside a silver polybag to ensure standout.
PREPARE TO GET UPRBANPROOFED
CLIENT: NISSAN - QASHQAI
FULL EUROPE-WIDE CAR LANCH: PRE-LAUNCH
SECTOR: Automotive
BACKGROUND: Europe-wide launch of Nissan's new QASHQAI - billed as an urban vehicle, this was the first time a car had been positioned in this way, and a totally new tone of voice was required. This pre-launch piece was designed to look gritty and real. The only way into the envelope was to tear where instructed, ripping the image (so it looked like a torn poster), and revealing the line 'The urban landscape has met its match', along with a hero shot of the car.
THE CHASE
CLIENT: NISSAN - QASHQAI
FULL EUROPE-WIDE CAR LANCH: LAUNCH DM
SECTOR: Automotive
AWARDS: French DMAs (Cube d'or) 2007: Grand prix winner
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BACKGROUND: Coinciding with the QASHQAI'S launch, this went out to both hand-raisers and a cold audience. Working with ATL graffiti collateral, we came up with the idea of 'the chase' - the piece folds out as a Maltese Cross, showing our graffiti dogs chasing through the pack toward the car.
Read Marketing Direct's review of this work
QASHQAI IN-CAR GIG
CLIENT: NISSAN - QASHQAI
FULL EUROPE-WIDE CAR LANCH: PRICKLE MAILING
SECTOR: Automotive
BACKGROUND: Free music downloads for the recipient and their friends was on offer when a test drive was taken, along with free iPod connectivity upon ordering. We brought this to life in a tangible way by turning the invite mailing into complimentary 'gig tickets'.
SAY GOODBYE TO CARDBOARD JEANS
CLIENT: UNILEVER - COMFORT
SECTOR: FMCG
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BACKGROUND: Comfort were running an above the line campaign entitled 'Say Goodbye to Cardboard Jeans' and needed to bring this to life via Direct Mail. Using the medium to our advantage, we were able to demonstrate in a very tangible, interactive way - by means of a die-cut fold out and thicker stock - how 'cardboard jeans' feel. This was accompanied by a website.
STAND UP TO STOP SUICIDE
CLIENT:
SECTOR: Charity
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BACKGROUND: An invite sent to 80 high-ranking VIPs within the media, advertising, music and youth industries, requesting their presence at a 'Stand Up to Stop Suicide' comedy event for CALM. The comedic nature of the event was juxtaposed against the tragic nature of what it was in aid of - leading to the idea of 'a night of comedy to prevent another tragedy'.
And, of course, working in DM, when you and your partner move on, you both concept your own leaving cake!
