UNVEILING-MAILING by Memac Ogilvy & Mather Dubai for USH BOUTIQUE

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UNVEILING-MAILING

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Executive Creative Director Till Hohmann
Creative Director Ramzi Moutran
Art Director Rafael Rizuto Copywritter
Copywriter Sascha Kuntze
Released February 2010

Credits & Description

Category: Flat Mailing
Advertiser: USH BOUTIQUE
Product/Service: ABAYA VEILS - LAUNCH EVENT
Agency: MEMAC OGILVY & MATHER
Date of First Appearance: Feb 10 2010 12:00AM
Entrant Company: MEMAC OGILVY & MATHER, Dubai, UNITED ARAB EMIRATES
Executive Creative Director: Till Hohmann (Memac Ogilvy & Mather Dubai)
Creative Director: Ramzi Moutran (Memac Ogilvy & Mather Dubai)
Art Director: Rafael Rizuto (Memac Ogilvy & Mather Dubai)
Copywriter: Sascha Kuntze (Memac Ogilvy & Mather Dubai)
Production Director: Gregory Richman (Memac Ogilvy & Mather Dubai)
Production Manager: Sukesh Babu (Memac Ogilvy & Mather Dubai)
Store Manager: Abeer Alsuwaidi (Ush Boutique)
Media placement: Direct Mailing - Sent To Existing Customers And Handed Out To New Ones (500 Pieces) - 10.02.2010

Describe the brief/objective of the direct campaign.
Ush is an up-and-coming Abaya shop in the UAE. It sells fashionable abayas (veils for women) from Emirati designers that merge tradition with modernity. The veils for women are so progressive that they occasionally cause a bit of controversy. For the launch event of Ush’s new 2010 collection, the shop needed an idea to invite existing and new customers. The brief: “as progressive as the brand, please”.

Explain why the creative execution was relevant to the product or service.
The solution was as progressive as the shop. Merging a bit of cheekiness with tradition: a provocative message and a fun-to-play-with mailing.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a direct mailing based on a cultural insight: Abayas are usually plain black – that’s why our provocative mailing encouraged the reader to unveil the black abaya and to discover Ush’s new collection instead.

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.
The mailing achieved an unexpected response rate of more than 100% – meaning more women than invited showed up to the showcase as a result of the mailing. So much was it talked about in the Emirati community.