REDEFINE YOUR COMBAT by Ogilvy Brussels for OGILVY GROUP BRUSSELS

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REDEFINE YOUR COMBAT

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Belgium
Agency Ogilvy Brussels
Creative Director Babak Hosseiny
Art Director Paul Moriau
Copywriter Pieter Decanniere, Natacha Ciezkowski
Released March 2009

Credits & Description

Category: Self Promotion
Advertiser: OGILVY GROUP BRUSSELS
Product/Service: OGILVY GROUP BRUSSELS
Agency: OGILVY BRUSSELS
Date of First Appearance: Mar 15 2009 12:00AM
Entrant Company: OGILVY BRUSSELS, BELGIUM
Creative Director: Babak Hosseiny (Ogilvy Group Brussels)
Copywriter: Natacha Ciezkowski (Ogilvy Group Brussels)
Copywriter: Pieter Decanniere (Ogilvy Group Brussels)
Art Director: Paul Moriau (Ogilvy Group Brussels)
Graphic Designer: Vincent Joassin (Ogilvy Group Brussels)
Media placement: Direct Mailing - 300 Copies Sent To Marketing And Communication Professionals - 15/03/2009 / 9 Months

Describe the challenges and key objectives
In this highly "competitive" era and with all new kinds of ways to communicate, marketers get overwhelmed with the different possibilities new media offer: social media, eCRM, online, word of mouth all sound sexy - and yes in their perception 'cheap'. Why spend lots of money for traditional media if consumers can be reached differently? But have they thought enough about the internal consequences embracing these new ways? Are THEY really ready for this new age? We wanted to challenge their way of thinking, of attacking the market. Clearly a challenge we needed to address. Key objective is to convince them to add Ogilvy to their agency shortlist.

Describe the brief from the client
Ogilvy Belgium developed a new strategic approach: 'Redefine your Combat' to become top of mind with marketing and communication professionals. With new questions, we wanted to challenge our prospects and clients’ way of thinking. Yes, ways of communication have changed but has your organisation changed as well to respond to these new challenges? To tease new potential clients we created a direct mailing which reflected our new drive for combat!

Describe how you arrived at the final design

We based our new philosophy on the strength of martial arts. In martial arts it's not about being the strongest or the biggest. It's about being the smartest. It's about a true knowledge of your inner self. Abandoning traditional thinking. Using all your assets to fight and conquer. Key elements of martial arts are creativity, flexibility, energy, efficiency, respect and balance. Elements that needed to be reflected in the design. A wooden box contained our beautifully designed manifesto, printed and folded in a special Chinese way. Dare to break the wooden box is the first challenge and immediate translation of the strategic idea.

Give some indication of how successful the outcome was in the market
Mechanic: a remarkable, teasing and personalised direct mailing is individually delivered. On the outside the addressee is invited to film him/herself while breaking the box and send it to us. The addressee is called directly a few days later and invited to meet Ogilvy. Based on a well reflected telephone script. Results: - Opening rate direct mailing >99% - 255 meetings (> 85% hot leads) - >50% sent picture/movie - Lots of free publicity in specialised press