GOOD IDEAS GLOW IN THE DARK by Bruketa&Zinic Zagreb for Adris Group

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GOOD IDEAS GLOW IN THE DARK

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Croatia
Agency Bruketa&Zinic Zagreb
Creative Director Davor Bruketa, Nikola Zinic
Art Director Tomislav Jurica Kacunic
Copywriter Daniel Vukovic, Ivan Cadez
Designer Igor Miletić
Editor Predrag Grubic
Released July 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: ADRIS GROUP
Product/Service: CORPORATE GROUP
Agency: BRUKETA&ZINIC OM
Date of First Appearance: Jul 15 2009 12:00AM
Entrant Company: BRUKETA&ZINIC OM, Zagreb, CROATIA
Creative Director: Davor Bruketa (Bruketa/Zinic Om)
Creative Director: Nikola Zinic (Bruketa/Zinic Om)
Art Director: Tomislav Jurica Kacunic (Bruketa/Zinic Om)
Designer: Igor Miletic (Bruketa/Zinic Om)
Copywriter: Daniel Vukovic (Bruketa/Zinic Om)
Copywriter: Ivan Cadez (Bruketa/Zinic Om)
Desktop Publisher: Radovan Radicevic (Bruketa/Zinic Om)
Account Director: Ivanka Mabic (Bruketa/Zinic Om)
Editor: Predrag Grubic (Adris Group)
Media placement: Annual Report - 1300 Books Sent By Mail - July 15th, 2009

Describe the brief/objective of the direct campaign.
Despite the crisis, Adris Group had a successful business year in 2008, so they wanted to show it off with their annual report. The target audience were the investors, bankers, stockholders and the general public. The strategy was to create an annual report that would show the values of the brand Adris Group: it is a creative and innovative company that believes its employees are its most valuable asset.

Explain why the creative execution was relevant to the product or service.
During difficult times, only good ideas can light up the path out of the crisis. Ideas are energy and people channel them, passing them on to each other until their radiance becomes powerful enough to light up the future. Each one of 3000 Adris Group's employees can come up with an idea that can better the world, but it is only when they all come together with a single goal that the power of their ideas becomes capable of shattering the darkness. That is why this book glows in the dark – it is charged with over 3000 good ideas.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
An annual report that glows in the dark with the title “Good ideas glow in the dark” and containing pages with all the employees’ names written on them - a solution that would strengthen the brand awareness among the target audience.

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 book generated a lot of positive reactions from the employees, stockholders and business partners of the company, recognizing Adris Group as a creative and innovative company believing in its employees. It also generated a lot of positive PR in the country and even abroad: the news about it was published in several relevant Croatian print media with national reach.