Advertising Agency: "THE IMAGINARIUM OF EXTRAORDINARY IDEAS" Direct marketing by Y&R

Category: Self Promotion
Advertiser: Y&R TOUCH
Product/Service: POP UP FOLDER
Agency: Y&R SOUTH AFRICA
Date of First Appearance: Mar 24 2011
Entrant Company: Y&R SOUTH AFRICA, Johannesburg, SOUTH AFRICA
Executive Creative Director: Liam Wielopolski (Y&R South Africa)
Creative Director: Brian Ferns (Y&R South Africa)
Creative Director: Ian Franks (Y&R South Africa)
Art Director/Designer: Tessa Gallon (Y&R South Africa)
Art Director/Designer: Bianca Couto (Y&R South Africa)
Industrial Designer: Nicholas Collins (Rooi Design)
Illustrator: Sindiso Nyoni (Freelancer)
Designers: Nthabiseng Lethoko (Designers)
Designers: Rudy Leisegang (Designers)
Designers: Amy Prinsloo (Designers)
Head of Production: Tracy Morton (Y&R South Africa)
Business Unit Director: Carolyn White (Y&R South Africa)
Media placement: Direct Mail - Marketing Managers - 24 March 2011
Media placement: Self Promotion - Potential New Clients - 24 March 2011

Describe the brief from the client
Self promotion – to create a piece of design collateral that would effectively position Y&R Touch as shopper marketing experts that understand the consumer, and the importance of bringing brands to life in the in-store environment.
As part of the brief, we needed to ensure that the company would be engaging, and demonstrate the ability to approach client shopper briefs in a dynamic, interactive way, thinking outside the proverbial box.

Describe the challenges and key objectives
Key objectives in delivering the design project were to help the client understand their operating space, the importance of their impact at shelf, and the clutter that this space is often met with. Creatively, we are faced with limited time for brand impact and message delivery, so we needed a piece of design collateral that would encapsulate the essence of shopper marketing, and Y&R Touch's approach to delivering these insights.

Describe how you arrived at the final design
Marketing directors/managers are bombarded with new shopper marketing outfits and offerings in standard presentation formats. We realised the need to breakthrough “death by PowerPoint” and deliver a more engaging business tool that cuts through the clutter but also delivers information effectively. We developed a showpiece that brought the store to life visually through the concept of “The Imaginarium of Extraordinary Ideas.” A simple corporate folder unfolded to an extraordinary shopper experience. The design emulates a typical store layout and highlights how we could bring client’s brands to life within it.

Give some indication of how successful the outcome was in the market
From initially starting as a small BTL department, the level of thinking and passion that encompassed the design and potential of the folder for new business has seen a new level of engagements with both current and potential clients. It has changed the way that the client’s passion for their own brands has developed. All prospective clients that have received the folder have commented on the credentials, one said that “ this folder brought back the feeling of a whole new brand world opening up to me, and Y&R Touch understands the challenging playground we operate in.”