Budget Eyewear DM BLUR by Wunderman Melbourne

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BLUR

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Industry Prescription Eyewear
Media Direct marketing
Market Australia
Agency Wunderman Melbourne
Art Director Paolo Meucci
Copywriter Theodora Gerakiteys
Producer Paul Hayes
Released May 2011

Credits & Description

Category: Flat Mailing
Advertiser: BUDGET EYEWEAR
Product/Service: CONTACT LENSES
Agency: WUNDERMAN
National Executive Creative Director: Matt Batten (Wunderman)
Copywriter: Theodora Gerakiteys (Wunderman)
Art Director: Paolo Meucci (Wunderman)
Account Manager: Rebecca Masterson (Wunderman)
Producer: Paul Hayes (Wunderman)
Media placement: Flat Mail - Direct Mail - 14 May 2011

Describe the brief/objective of the direct campaign.
Mailing to existing customers who had purchased contact lenses previously, we had to drive consideration for purchasing bulk order packs of disposable lenses.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Let's face it, when it comes to flat mail you don't have a lot to work with. You have a DL envelope, an A4 piece of paper, and some words.

So we messed with the words. By producing a letter that couldn't be read we were able to dramatise what might happen if the recipient ran out of contact lenses. And voila, we have a creative solution to a really boring problem.

Explain why the creative execution was relevant to the product or service.
Budget Eyewear. Their name says it all. They sell eyewear. Cheap.

So with a cheap pack, we had some fun, got the recipient's attention, made a point, and convinced people to buy the product.

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.
Sales went through the roof.

You want a better summary than that? OK. How about this: orders of bulk packs of disposable contact lenses made via the customer service phone number increased 23.6% during the promotional period as a direct result of this mail pack.

Nothing blurry about that.