A BIGGER HARVEST by Alpha 245, Leo Burnett Kuala Lumpur for Alpha 245

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A BIGGER HARVEST

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Malaysia
Agency Alpha 245
Creative Director Theresa Tsang Teng
Copywriter Joanne Ng, Lee Pei Sien
Agency Leo Burnett Kuala Lumpur
Released January 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: ALPHA 245
Product/Service: ADVERTISING AGENCY
Agency: ALPHA 245
Agency: LEO BURNETT/ARC WORLDWIDE MALAYSIA
Date of First Appearance: Jan 17 2011
Entrant Company: ARC WORLDWIDE, Kuala Lumpur, MALAYSIA
Creative Director: Theresa Tsang (Alpha 245)
General Manager: Terence Ooi (Alpha 245)
Art Director/Designer: Koh Siok Yee (Alpha 245)
Copywriter: Joanne Ng (Alpha 245)
Copywriter: Lee Pei Sien (Leo Burnett)
Studio Manager: Shara Goh (Alpha 245)
Production Manager: Ong Chee Hin (Leo Burnett)
Media placement: Direct Mail - 25 mailings to potential and existing clients - 17th January 2011

Describe the brief from the client
To develop an appealing and attention grabbing communication piece to wish potential and existing clients of Alpha 245 a very happy and prosperous lunar new year. The intent is to encourage enquiries and generate business opportunities from potential and existing clients.

Describe the challenges and key objectives
While the market was flooded with greeting cards and gift baskets with rabbits design and traditional Chinese New Year motif as the main idea, our creative approach used a typical food associated with rabbits instead. As the Chinese also believe that prosperity is linked with food, a big carrot is then used to symbolize prosperous business. The key objective is to produce an attention grabbing and memorable communication piece that encourages enquiries and generate business opportunities from potential and existing clients.

Describe how you arrived at the final design
Mandarin oranges have traditionally been used as gifts to convey wishes of prosperity as the oranges are pronounced as gold in Chinese. Since 2011 is the Year of the Rabbit, we decided to give this gift-giving tradition a little twist. We packed the mandarin oranges, small and big to signify different golden opportunities and shaped them to look like carrots. However, these ‘carrots’ are much larger and a message that promotes partnership for cultivating a bigger harvest was tagged together. They were given to the potential and existing clients to wish them a successful and profitable Year of the Rabbit.

Give some indication of how successful the outcome was in the market
From a list of 18 prospective clients, this communication piece managed to open the doors to 5 new business meetings within the same week that the gift sets were sent. One client even referred two new businesses to the Agency while another client requested the Agency to produce the "carrots" as Chinese New Year premiums for its company. All other existing clients who received the greeting pack contacted the Agency and provided exceptionally encouraging and positive feedback.