YOUR HOME PAGE by DDB Helsinki for Area Travel Agency

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Industry Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
Market Finland
Agency DDB Helsinki
Director Vesa Tujunen
Digital Creative Janne Miettinen
Released March 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: AREA TRAVEL AGENCY
Product/Service: TRAVEL SERVICE
Agency: DDB HELSINKI
Date of First Appearance: Mar 8 2010
Entrant Company: DDB HELSINKI, FINLAND
Entry URL: http://www.matkavaltti.fi/krisse/
Creative Director, Copywriter: Vesa Tujunen (DDB Helsinki)
Creative Director / Art Director: Jukka Mannio (DDB Helsinki)
Account Director: Pekka Tola (DDB Helsinki)
Account Director: Juha Pelkonen (DDB Helsinki)
Srategic Director: Tomi Hakanpää (DDB Helsinki)
Digital Creative: Janne Miettinen (DDB Helsinki)
Account Manager: Jonna Immonen (DDB Helsinki)
Account Manager: Joona Babitzin (DDB Helsinki)
Managing Director: Taru Keronen (AREA Travel Agency)
Marketing and Communications Director: Ari Ilola (AREA Travel Agency)
Brand Manager: Eija Hyvärinen (AREA Travel Agency)
Production: (!NOOB)
Production: (Good Mood)
Director: Vesa Tujunen (DDB Helsinki)
Media placement: Direct Email, Viral - The Media Was Recipient's Company's Home Page - March 8th 2010

Describe the brief/objective of the direct campaign.
The target audience was new customers, 1500 decision makers. We had their email addresses. The strategy was to ensure that the target audience listens the sales talk. The challenge was, that the service was very easy to sell if you get the decision maker's attention, but it was too big audience to have a personal meeting with, and a traditional direct mail doesn't go through the assistants or other gate keepers. So we hired Krisse - one of the most famous female celebrities in Finland - to make the sales talk to recipient's company's home page.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The objective was to reach the decision makers and make them listen the sales talk. With the very unique solution and a viral effect we doubled the objective, and 80 % of those who booked a meeting were valid business contacts.

Explain why the creative execution was relevant to the product or service.
The creative was very unique, something the target audience had never seen before. It was a great surprise for them that a famous celebrity came to talk straight to them - to their company's home page. And that medium cost nothing. We got their attention. After the campaign, Area was seen as a predecessor in business travel and digital solutions in travel.

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 sales talk was watched more than 30 000 times in two weeks. Several hundred meetings were booked via the solution, and the sales of the Matkavaltti was more than tripled. With the viral effect the target audience objective was doubled, and 80 % of the contacts were valid business contacts - the decision makers.