7Dimanche: The Phone by 10 for 7Dimanche

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7Dimanche: The Phone

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Industry Publishing, streaming & media
Media Direct marketing
Market Belgium
Agency 10
Art Director Jeroen Goossens
Copywriter Olaf Meuleman
Client Service Director Katia Strauwen
Production Yves Van Houdt
Released November 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: 7DIMANCHE
Product/Service: NEWSPAPER
Agency: 10 ADVERTISING
Creative Director: Olaf Meuleman (10 Advertising)
Creative Director: Jeroen Goossens (10 Advertising)
Copywriter: Olaf Meuleman (10 Advertising)
Art Director: Jeroen Goossens (10 Advertising)
Planner: Denis Ghys (10 Advertising)
Client Service Director: Katia Strauwen (10 Advertising)
Account Executive: Anke Berckmans (10 Advertising)
Production: Yves van Houdt (10 Advertising)
Media placement: DM - DM (phone) - 7 october 2011
Media placement: Print - 7Dimanche (small ads) - 9 october 2011
Media placement: DM - DM (reveal) - 10 october 2011

Describe the brief/objective of the direct campaign.
7Dimanche is a free Sunday newspaper. They were about to make some changes. A new logo, a new layout and more and better content.

They wanted to communicate the fact that this newspaper is not only getting more interesting to read, but especially getting more interesting to advertise in. 7Dimanche wanted to tell this to the biggest media agencies in Belgium. Of course, in a way they would remember it.

Instead of telling this to our target audience, we decided to prove it to them.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
1. Friday: we sent mobile phones to our targets, 13 Print Buyers in media agencies. With one simple message: Keep an eye on this phone next Sunday.

2. Sunday: our paper appears. We placed 13 small ads. These offered small free stuff. Old paint, old pots… On each ad: a phone number… The number from the phones we sent out earlier.

3. The readers of our paper started calling...

4. Monday we revealed this. We sent an explanatory letter, breakfast and of course, newspapers. With a simple message again: Now imagine the impact of a real print campaign in 7Dimanche.

Explain why the creative execution was relevant to the product or service.
We trusted our readers to prove the impact of our paper. They helped us, without knowing it, to prove the impact of even the smallest ad in our paper.

And our target group had no idea either. With our simple DM we grabbed their attention for 4 days.
We built up tension until the reveal.

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.
To make sure everything was working as it should, we added one extra ad linked to a test phone.
On Sunday between 10am and 6pm our testphone received 176 calls. That is one every 3 minutes…

The impact was enormous. As soon as we revealed it, we received calls and emails from our target group about how surprised they were. They praised the smartness and the creativity of 7Dimanche.

Our stunt was featured in all major Belgian marketing and advertising blogs and magazines, making the reach much bigger than 13 people.