SUNBURN XMAS by Proximity Auckland for AIM PROXIMITY



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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market New Zealand
Agency Proximity Auckland
Art Director Matt Hampton
Copywriter Mike Kelly
Released December 2009

Credits & Description

Category: Flat Mailing
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: AIM PROXIMITY, Auckland, NEW ZEALAND
Copywriter: MIke Kelly (Aim Proximity)
Art Director: Matt Hampton (Aim Proximity)
Senior Designer: Peter Radich (Aim Proximity)
Craetive Director: Dave King (Aim Proximity)
Creative Resourses Manager: Paul Pritchard (Aim Proximity)
Mac Operator: Barry Cummings (Aim Proximity)
Media placement: Direct Mail - Mail - 15 December 2009

Describe the brief/objective of the direct campaign.
It was a tough recession year. Budgets were tight all over. It had been a hard slog all year. Our clients were over it. Then here comes the annual Christmas card mailing brief. We needed a cheap laugh and remind our clients that we were always thinking about ways to promote their business.

Explain why the creative execution was relevant to the product or service.
In a tongue in cheek way we demonstrated that we were always thinking about our client’s business, even when we were on holiday.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
One thing was going to be free this Christmas: the sun. In New Zealand Christmas is celebrated in the middle of summer and sunburn is an ever-present risk. It is also a fantastic free marketing opportunity with a little imagination. We sent all our clients a "Sunburn Marketing Kit” complete with a stencil of their logo, which they could use to brand any unsuspecting “skinboard” found at the beaches this summer. In these hard economic times, every resource had to be exploited, including other people’s stupidity.

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.
As with any Christmas card mailing, the best way to measure how successful it was is by asking our clients directly. Without fail, they all enjoyed the joke as it was intended and were reminded that our agency can deliver great ideas no matter how small the budget. Oh, and they’re all still with us.