CATALOGUE & TEE SHIRT FOLDING MACHINE by DDB Auckland for AS Colour

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CATALOGUE & TEE SHIRT FOLDING MACHINE

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Industry Paints, Paint Brushes, Adhesives
Media Direct marketing
Market New Zealand
Agency DDB Auckland
Art Director James Tucker
Copywriter Simon Vicars
Designer Cliff Li
Photographer Mat Baker
Released December 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: AS COLOUR
Product/Service: FASHION WHOLESALER/RETAILER
Agency: DDB GROUP NEW ZEALAND
Date of First Appearance: Dec 21 2010
Entrant Company: DDB GROUP NEW ZEALAND, Auckland, NEW ZEALAND
Group Executive Creative Director: Toby Talbot (DDB Group / RAPP Tribal)
Copywriter: Simon Vicars (DDB Group / RAPP Tribal)
Art Director: James Tucker (DDB Group / RAPP Tribal)
Head of Art: Dave Brady (DDB Group / RAPP Tribal)
Agency Producer: Andy Robilliard (DDB Group / RAPP Tribal)
Designer: Cliff Li (DDB Group / RAPP Tribal)
Retoucher: Gordon Moir (DDB Group / RAPP Tribal)
Account Director: Jenny Travers (DDB Group / RAPP Tribal)
Photographer: Mat Baker
Media placement: Direct Mailing - Wholesale Buyers & Elite Retail Database X 1,000 - 21 December 2010

Describe the brief/objective of the direct campaign.
Creating a catalogue each year is a vital part of marketing AS Colour’s new stock to wholesale and retail buyers. The problem was that after sending catalogues out, wholesale orders would spike and then quickly drop away. This was because buyers would throw away or lose their catalogue. Our key objective was to create a catalogue that wouldn’t be thrown away - a catalogue that recipients would want to keep, use as frequently as possible and tell their friends about.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We designed something that didn't just showcase their range, it doubled as a miniature showroom and tee shirt folding machine. This was sent to AS Colour's wholesale buyers.

Explain why the creative execution was relevant to the product or service.
AS Colour specialize in producing premium quality tee shirts. T-shirts that deserve to be folded and not scrunched. The folding machine catalogue not only made it easier for customers to look after their new tee shirts, it also reinforced the premium, innovative nature of the brand.

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 Colour were flooded with requests for the new design. American magazine 'T-world' not only wrote an article about it, they also added the catalogue to a documentary on tee shirt culture. After three months, 87% of wholesale buyers were still in possession of their folding machine catalogue. As for the rest of the buyers, their catalogues weren’t thrown away. They had been stolen.