Acer DM VANISHING TOMORROW by Hakuhodo Tokyo

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VANISHING TOMORROW

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Japan
Agency Hakuhodo Tokyo
Art Director Masaya Nakade
Copywriter Shoko Tanaka
Designer Takuji Kitamura, Tatsuya Kuritsuka, Yumi Prentice
Account Supervisor Masahiro Onishi, Toshimatsu
Released December 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: ACER
Product/Service: CALENDAR
Agency: HAKUHODO
Date of First Appearance: Dec 31 2010
Entrant Company: HAKUHODO, Tokyo, JAPAN
Creative Director: Masaya (Maruta)
Art Director: Masaya (Maruta)
Designer: Tatsuya (Turuta)
Designer: Yumi (Ebihara)
Designer: Kitamura (Masaru)
Copywriter: Shoko (Akutagawa)
Account Supervisor: Masahiro (Goto)
Account Supervisor: Toshimatsu (Uochi)
Print Director: Kiyoto (Kuwahara)
Media placement: Direct mail - Direct mail - 31 December 2010

Describe the brief/objective of the direct campaign.
Acer makes energy efficient computers to take part in anti-global warming.
Acer wanted a promotional calendar to involve people to take part in the anti-global warming activity through their promotion.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By using the promotional calendar, it needed to communicate corporate attitude.

Explain why the creative execution was relevant to the product or service.
We planned to not just send a message, but the way to feel the reality of how it is important to actively get involved in eco-action.
We wanted to make design as much as possible simple, feature-specific.
The numbers of the calendar will vanish when the air conditioner is overused.
Temperature is invisible.
That is why we over use air conditioning.
A calendar that visualizes the temperature.
An easy way to keep us involved in the anti-global warming act so tomorrow does not vanish.

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.
Distributed 500 sets mainly to the wholesale traders who are in charge of electronics retail stores by both hand and DMs.
As a result, it enhanced the presence of the power saving PC in the middle of the eco-friendly home appliances fad in Japan, and successfully acquired additional display sapces at the electronics retail stores.
We were able to effectively make PR impression.