SERIOUS CHRISTMAS by Bppa Bessis Pink Pony Advertising for BPPA BESSIS PINK PONY ADVERTISING

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SERIOUS CHRISTMAS

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Industry Advertising agencies, Business equipment & services, Advertising & Communication, Corporate Image
Media Direct marketing
Market Germany
Agency Bppa Bessis Pink Pony Advertising
Creative Director Marie Schmidt-Martin
Art Director Gabriele Bender
Photographer Klaus Dieter Busch
Released December 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: BPPA BESSIS PINK PONY ADVERTISING
Product/Service: CREATIVE AGENCY
Agency: BPPA BESSIS PINK PONY ADVERTISING
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: BPPA BESSIS PINK PONY ADVERTISING, Stuttgart, GERMANY
Entry URL: http://christmas.pinkpony.de
Chief Creative Officer: Lukas-Pierre Bessis (BPPA Bessis Pink Pony Advertising)
Creative Director: Marie Schmidt-Martin (BPPA Bessis Pink Pony Advertising)
Account Director: Meike Finkelnburg (BPPA Bessis Pink Pony Advertising)
Media Buyer: Stefan Tschakert (BPPA Bessis Pink Pony Advertising)
Art Director: Gabriele Bender (BPPA Bessis Pink Pony Advertising)
Account Assistant: Julia Mayer (BPPA Bessis Pink Pony Advertising)
Junior Art: Hendrik Wiesner (BPPA Bessis Pink Pony Advertising)
Photographer: Klaus Dieter Busch (KD Busch)
Set Design: Chris Guenthner (BPPA Bessis Pink Pony Advertising)
Styling Supervisor: Hedy Woy (BPPA Bessis Pink Pony Advertising)
Media placement: Post Cards - Direct Mail - 14.12.2009
Media placement: Micro Site - Internet - 14.12.2009

Describe the brief/objective of the direct campaign.
The Brief: Create a traditional Christmas card campaign and lead the recipients to the company's website. Strategy: Show recipients that BPPA agency is an outstanding creative agency which breaks rules and traditions in order to achieve glory. Use the customer insight that creative agencies are paid far too much money, that they have a lack of efficiency and that they are a bunch of constantly drunk guys, hanging around in cool places, pretending to be cool.

Explain why the creative execution was relevant to the product or service.
The strength was the insightful idea of Love and Hate. On one hand customers hate their overpaid, selfish and often quite immature creative agencies. On the other hand that's mainly the reason they hire them. In a very kind way this Christmas greeting card reminded them about that. Showing creatives as serious people made them look foolish. Recipients understood that complaining is fine, but changing would not make it better. The campaign was super appropriate to the brand. BPPA claims to be an agency which is committed to always create outstanding ideas.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We asked the agency’s creatives to pretend to be as serious as possible. Their wardrobe and styling was changed into a very puritan look. They were photographed like a very conservative family. The Christmas greeting card was sent to customers and prospects quoting that some people say that creatives have a lack of seriousness. In order to proof those people wrong the recipients were asked to check the microsite http://christmas.pinkpony.de Almost 400% more people visited the website then cards were sent. They loved to see and hear the creatives trying to sing as seriously as they can - Silent night, holy night.

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.
Cards sent: 180 According to Google Analytics: Page impressions on Christmas microsite 621 Unique visitors 440 Rate cards sent vs. unique visitors: 244% Rate cards sent vs. page impressions: 345% Click-through to agencies’ website: 68 Click-through rate: 15,5% Average time on agency’s website: 2:57 min Massive ROI!!! The agency has never experienced such a high involvement and positive feedback on a Christmas card. Customers fell so much in love with the idea, that some even asked for a large format print out. Prospects thanked via email quoting never ever having received such a great Christmas card.