13eme Rue (13th Street) DM BATHROOM SUSPECT by BETC

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market France
Agency BETC
Creative Director Mr. Olivier Apers
Art Director Laura Tarlton
Copywriter Séverine Banon
Released January 2012

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: 13E RUE
Agency: BETC
Global Creative Director: Stéphane Xiberras (BETC)
Creative Director: Olivier Apers (BETC)
Art Director: Laura Tarlton (BETC)
Copywriter: Séverine Banon (BETC)
Production Company: (Rita Production)
Media placement: Ambient - Hotel Bathrooms During French Thriller Festival - 01/03/2012

Describe the brief/objective of the direct campaign.
As the leading TV Channel for crime and investigation, 13th Street is the perfect partner for the French Thriller Festival. The objective was stand out at this festival, to maintain its leading position on the market.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to set up 20 hotel bathrooms of cinema industry personalities and 13th Street clients, during The French Thriller Festival.

THE IDEA : Make everybody a suspect by creating a 2-way mirror effect. Looking at the mirror, you feel like you are in interrogation room and you are observed by an intimidating police officer.

Explain why the creative execution was relevant to the product or service.
That two-way mirror effect was 100% coherent with 13th Street DNA :
-a true experience of thrill and mind games
-curious, playful, voyeuristic

It serves our positioning: experience the thrill and intensity of a crime investigation.

Nobody but us was more appropriate to invade the French Thriller Festival.

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.
It is pretty hard to come up with precise business results in a direct marketing operation.

Anyway, we recorded a lot of positive fallout from all the hotel's clients.
Every media industry person that saw the operation sent friendly thankful messages to 13th Street marketing directors, and shared it on the Internet.