Air Brussels DM LIVE WISHES by Air Brussels

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Industry Advertising agencies, Business equipment & services, Advertising & Communication
Media Direct marketing
Market Belgium
Agency Air Brussels
Creative Director Gregory Ginterdaele, Marie-Laure Cliquennois - Marine Vincent
Art Director Merel Van Den Broeck
Copywriter Wouter Huyghe
Released December 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: AIR BRUSSELS
Product/Service: PR
Date of First Appearance: Dec 22 2010
Creative Director: Gregory Ginterdaele/Marie-Laure Cliquennois (Air Brussels)
Copywriter: Wouter Huyghe (Air Brussels)
Art Director: Merel Van den Broeck (Air Brussels)
Digital Producer: Fred Vandenbreede (Air Brussels)
Set Design Consultant: Ivan moons (Air Brussels)
Web Development: Martin Depaire (freelance)
Client/Advertising Manager: Eric Hollander (Air Brussels)
Actors: All Air staff (Air Brussels)
Media placement: E-Mail + Minisite - Internet - 22 December 2010

Describe the brief/objective of the direct campaign.
The problem: Traditional Christmas cards are often impersonal and get very little reaction.
It is therefore much better to receive your wishes personally.

Air sent their personal best wishes to their professional contacts.

One of the objectives was to bring people to the new Air site.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution: Air wishes a personal Merry Christmas and Happy New Year, live on

We made a giant Christmas card, 2 by 3 metres, and gave it a central spot in the office. A webcam streamed live on the Air website 24 hours a day.

How does it work?
When the visitor requested live wishes, the alarm and ‘flashing’ light was activated in the office.
It was the sign for all Air employees to rush over to the giant Christmas card and send their best for the New Year.

Explain why the creative execution was relevant to the product or service.
Air sent their personal best wishes to their contacts.
And brought people to the new Air site.
Clients and professional contacts have discovered the office and the people behind the scenes who work for them, their product, their brand.
It's about communication.

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.
8,800 visitors in two days were witness to this.
99% of our clients and partners visited our website for the first time, and stayed connected for hours.
But also :
One person was cut and another person was electrocuted while moving the flashing light.
More than 545,350 pieces of confetti created the atmosphere. According to the cleaner: 2,352,651 pieces of confetti
More than 120 trips a day back and forth from our desks to the Christmas card
48 hours of very low productivity but a lot of sympathy.

All that for 8,800 visitors in two days for 700 e-mails sent.