Droga5 DM, Promo SOFT LET DOWN WRAPPING PAPER by Droga5 Sydney

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Industry Advertising agencies, Business equipment & services
Media Direct marketing, Promo & PR
Market Australia
Agency Droga5 Sydney
Executive Creative Director Eric Quennoy, Duncan Marshall, Jason Levine
Creative Director Matty Burton, Cam Blackley
Art Director Marcus Johnston, Ben Scandrick Smith
Producer Olivia Wilson, Trisha Burgo
Illustrator I Love Dust, Gulliver Hancock, Fleur Harris, Karl Meier
Released December 2010

Credits & Description

Category: Flat Mailing
Product/Service: SELF PROMOTION
Date of First Appearance: Dec 6 2010
Chief Creative Officer: David Nobay (Droga5)
Executive Creative Director: Duncan Marshall (Droga5)
Creative Director: Cam Blackley (Droga5)
Creative Director: Matty Burton (Droga5)
Head of Art: Kirsty Galmes (Droga5)
Art Director: Marcus Johnston (Droga5)
Art Director: Ben Smith (Droga5)
Writer: Cam Blackley (Droga5)
Writer: Ben Akers (Droga5)
Illustrator: Fleur Harris
Illustrator: Karl Meier
Illustrator: I Love Dust
Illustrator: Gulliver Hancock
Producer: Trisha Burgo (Droga5)
Producer: Olivia Wilson (Droga5)
Media placement: Printed Materials - Direct Mail - 6/12/2010

Describe the brief/objective of the direct campaign.
For clients and agencies alike, it had been a year of long hours, crazy deadlines and contracting budgets. And then came Christmas.

This year, instead of the traditional agency Christmas card, we decided to alleviate some of the pressure our clients were feeling. We took the stress out of Christmas gift giving for them.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We designed the ‘Soft Let Down’ Christmas wrapping paper that displayed a message warning the receiver that the present they were about to open wasn’t what they might expect, probably far from it.

Collaborating with 4 illustrators we made 4 different paper designs: ‘I wanted to get you something better’, ‘I don’t get paid until the new year’, ‘It’s the wrapping that counts’ and ‘7/11 was on the way’.

Explain why the creative execution was relevant to the product or service.
At a time when clients are inundated with agency Christmas cards and lavish gifts, the Soft Let Down paper stood out as one of those rare insightful and incredibly useful presents.

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.
Success in this case is only measurable by the amount of family and friend relationships that were saved over the Christmas period. From all reports back from clients, this year was tantrum and tissue free.