SHOE REPAIR BUSINESS CARD by McCann Bangkok for ASA SERVICE

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SHOE REPAIR BUSINESS CARD

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Thailand
Agency McCann Bangkok
Copywriter Napapatch Kantasil Ltd.
Account Supervisor Chaliya Sukonthorn
Illustrator Jatuporn Aonrueangsri, Chalermpol Kiatpatananukul
Released July 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: ASA SERVICE THAILAND
Product/Service: SHOE REPAIR SERVICE
Agency: McCANN WORLDGROUP THAILAND
Date of First Appearance: Jul 15 2009 12:00AM
Entrant Company: McCANN WORLDGROUP THAILAND, Bangkok, THAILAND
Chief Creative Officer: Martin Lee (McCann Worldgroup (Thailand))
Creative Director/Art Director: Chinnawut Awakul (McCann Worldgroup (Thailand))
Copywriter: Napapatch Kantasil (McCann Worldgroup (Thailand))
Art Director/Typographer: Anuwat Nitipanont (McCann Worldgroup (Thailand))
Photographer/Studio: Ekarat Wisuttiwan (WWW.pix2graph.com)
Illustrator: Jatuporn Aonrueangsri (McCann Worldgroup (Thailand))
Illustrator: Chalermpol Kiatpatananukul (McCann Worldgroup (Thailand))
Art Buyer: Pittkanya Poonlumlert (McCann Worldgroup (Thailand))
Account Supervisor: Chaliya Sukonthorn (McCann Worldgroup (Thailand))
Account Manager: Nitchanun Attanon (McCann Worldgroup (Thailand))
Media placement: Direct Response Name Card - Person to Person - 15 July 2009

Describe the brief/objective of the direct campaign.
ASA Shoe repair service is a chain of stores operating in an already crowded shoe repair market. It needs a distinctive identity to stand out from the crowd and to create a direct response for the services. The strategy was to create a simple street handout that not only described the location of the stores but also identified the services they offered.

Explain why the creative execution was relevant to the product or service.
Our direct response business cards were die cut in the shape of a shoe and illustrated in 3D the particular shoe repair services offered at that store. Our consumers could interact with the card and use them as a reference for the sort of repairs that were needed. They gave ASA a distinct personality and tone of voice in this crowded market.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to create a series of direct response business cards to show the services that ASA could provide in an innovative manner. The brief was to increase walk in traffic to the shoe repair shop by 15% and call traffic by 10%.

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 response was far better than expected. Walk in customers increased 23% (on average) on the days that the cards were handed out. Whilst call traffic direct to each store increased 19% with many people describing the repairs they wanted using the business card as an example.