Advertising Agency: "GREEN CHRISTMAS" Direct marketing by Y&R

Category: Flat Mailing
Advertiser: Y&R BRANDS
Product/Service: ADVERTISING AGENCY
Agency: Y&R
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: Y&R , Milan, ITALY
Executive Creative Director - Copy Writer: Vicky Gitto (Y&R)
Art Director: Cristian Comand (Y&R)
Media placement: Christmas Card - mail - 15/12/2009

Describe the brief/objective of the direct campaign.
Christmas greetings card that challenges the receiver to save energy

Explain why the creative execution was relevant to the product or service.
a simple Christmas card has been able to pass in an ironic way an environment awareness message

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The use of special paints reveals in the dark the environmentally aware message

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Recipients were delighted by receiving a typical greeting card that to address a very important theme uses irony.