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Scottex kitchen paper towel: Kitchen paper mail
| See full size 1191x842 px | |
| Released: | January 2008 |
| Advertiser: | SCOTTEX  |
| Brand name: | SCOTTEX PAPER TOWELS |
| Agency: | DUVAL GUILLAUME ANTWERP |
| Country: | Belgium |
| Category: |
Household maintenance & pet products
|
| Awards: |
Cannes Lions 2008 Direct Silver
The Cresta Awards 2008 Press Winner
Eurobest 2008 Direct Bronze
|
| Tags: |
Case study
Cannes 2008
Award show winner
|
Credits:
Type Of Entry: Product & Service
Category: Business Products & Services
Title: STRENGTH OF SCOTTEX
Advertiser/Client: KIMBERLY CLARK
Product/Service: KITCHEN TOWEL PAPER
Advertising Agency, City: DUVAL GUILLAUME, Antwerp
Country: BELGIUM
DM/Advertising Agency, City: DUVAL GUILLAUME, Antwerp
Country: BELGIUM
Category: Business Products & Services
Title: STRENGTH OF SCOTTEX
Advertiser/Client: KIMBERLY CLARK
Product/Service: KITCHEN TOWEL PAPER
Advertising Agency, City: DUVAL GUILLAUME, Antwerp
Country: BELGIUM
DM/Advertising Agency, City: DUVAL GUILLAUME, Antwerp
Country: BELGIUM
Credit Details:
| Name | Position | Company |
| Geoffrey Hantson | Creative Director | Duval Guillaume, Antwerp |
| Dirk Domen | Creative Director | Duval Guillaume, Antwerp |
| Carsten Van Berkel | Art Director | Duval Guillaume, Antwerp |
| Stefan Leendertse | Art Director | Duval Guillaume, Antwerp |
| Patrick Clymans | Account Director | Duval Guillaume, Antwerp |
| Philippe De Cleen | Account Director | Duval Guillaume, Antwerp |
| Quentin Meurisse | Marketing & Communications | Scottex |
Brief:
Communicate the strength of Scottex kitchen paper towels to restaurant owners.
Solution:
We created a mailing made from real Scottex kitchen paper towels. These mailings were posted 'as is', without an envelope, and sent to restaurants all over Belgium. After a successful series within Belgium (see result) we decided to take things a step further... literally. So we used our agency in New York and a befriended agency in Tokyo. The agencies then sent out a new series of mailings to Belgian restaurants.
Results:
A big hand for the Belgian and world's postal services! All the mailings we first sent out to test the concept in Belgium arrived without any damage. Same went for almost all the mailings we sent in the second round (from NY, Tokyo and Ushuaia). We called all the restaurants to check if and how the mailing was received. 98% of all the mailings reached the restaurants in a perfect state and was considered super original and convincing. Even the series posted from Ushuaia, the world's most southern city, made it all the way to Belgium.