UNFINISHED NOVEL by King James for Allan Gray

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UNFINISHED NOVEL

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Industry Banking & Financial Services, Investments
Media Direct marketing
Market South Africa
Agency King James
Art Director Karin Barry Mccormack
Copywriter Paige Nick
Released November 2009

Credits & Description

Category: Financial Products & Services
Advertiser: ALLAN GRAY
Product/Service: INVESTMENT HOUSE
Agency: KING JAMES
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: KING JAMES, Cape Town, SOUTH AFRICA
Group Creative Chief: Alistair King (King James)
Art Director: Karin Barry-McCormack (King James)
Copywriter: Paige Nick (King James)
Media placement: Book - Hand Out To Clients - December 2009

Describe the brief/objective of the direct campaign.
The objective of this campaign is to illustrate the long-term philosophy of investment house, Allan Gray. In a declining economy people are often tempted to stop investing. It was our challenge to convince them that now more than ever it’s important to stand your ground and remain consistent with your investment portfolio and give it the time it needs to mature.

Explain why the creative execution was relevant to the product or service.
Allan Gray is a South African investment company that has always focussed on long-term investing. This direct campaign was aimed at single-mindedly illustrating the benefits of time, particularly when it comes to investing.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Jane Austen could write like few of her generation. ‘Pride and Prejudice’ and ‘Sense and Sensibility’ were to change literature forever. In January 1817 Jane Austen started writing a novel called ‘Sanditon’. She died just six months later, in July 1817, and the novel was sadly never completed, she only managed to write the first 12 chapters. We reprinted these 12 chapters, leaving the remaining 130 pages of the book blank, with the message – ‘Given more time, imagine the possibilities.’ The book was then delivered in a direct mail format to valued clients, brokers and suppliers.

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 entire mixed media campaign, of which this was an element, attracted more than 3000 new customers per month to Allan Gray, since its launch. Becoming their most successful advertising campaign to date.