Bates DM MY CARD. MY VOW. by Bates Hong Kong

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Hong Kong SAR China
Agency Bates Hong Kong
Associate Creative Director Gyver Lee, Christine Lai
Executive Creative Director Almon Lam
Creative Director Anna Chung, Walter Lai
Art Director Dave Choi, Sammy Ong, Angel Lam
Released November 2011

Credits & Description

Category: Retention
Agency: BATES
Executive Creative Director: Almon Lam (Batesasia Hong Kong)
Group Creative Director: Terry Tsang (Batesasia Hong Kong)
Creative Director: Anna Chung (Batesasia Hong Kong)
Creative Director: Walter Lai (Batesasia Hong Kong)
Associate Creative Director: Christine Lai (Batesasia Hong Kong)
Associate Creative Director: Gyver Lee (Batesasia Hong Kong)
Senior Art Director: Nicky Sun (Batesasia Hong Kong)
Senior Art Director: Fei Leung (Batesasia Hong Kong)
Senior Copywriter: Yeemui Cheung (Batesasia Hong Kong)
Senior Copywriter: Rachel Lo (Batesasia Hong Kong)
Senior Copywriter: Kiu Chan (Batesasia Hong Kong)
Art Director: Dave Choi (Batesasia Hong Kong)
Art Director: Angel Lam (Batesasia Hong Kong)
Art Director: Sammy Ong (Batesasia Hong Kong)
Assistant Art Director: Marco Ma (Batesasia Hong Kong)
Assistant Art Director: Ray Tang (Batesasia Hong Kong)
Assistant Art Director: Shadow Ng (Batesasia Hong Kong)
Assistant Art Director: Nelson Tsui (Batesasia Hong Kong)
Assistant Art Director: Keith Chan (Batesasia Hong Kong)
Assistant Art Director: Miko Tse (Batesasia Hong Kong)
Media placement: Business Card - Office - Nov 21, 2011

Describe the brief/objective of the direct campaign.
In the past 2 years, we faced a turnover rate of over 90% in our creative department. Long working hours and few creative opportunities have hurt us and our creatives have left one by one. This has affected our business performance and most important - our morale. How could we re-ignite the creativity and boost the morale? And how could we attract talented creatives to join us?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We start from the smallest and simplest thing: our personal business card. Let it be not just our staff’s card, but their Vow.

Explain why the creative execution was relevant to the product or service.
We motivate them to own it their unique way, by designing and crafting their own cards. Let’s light up their creative minds and boost their morale, bridging it with the company's vision ‘Changengage People’. Let them make a name for themselves with their cards.

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.
- Less than 10% turnover rate in creative department and an increase in the staff members’ sense of belonging to the company
- Creatives are proud and eager to hand their new cards out to people
- The cards encourage stimulating discussions and engagements between staff members and the clients