YOU KILLED KENNY by TBWA Stockholm for Canal Digital

Adsarchive » DM » Canal Digital » YOU KILLED KENNY

YOU KILLED KENNY

Pin to Collection
Add a note
Industry TV Channels/Radio Stations and Programmes, Сable/Satellite television
Media Direct marketing
Market Sweden
Agency TBWA Stockholm
Creative Director Kalle Widgren
Art Director Alexander Fredlund
Copywriter Johannes Ivarsson
Released December 2011

Credits & Description

Category: Publications & Media
Advertiser: CANAL DIGITAL
Product/Service: TV VIA SATELLITE
Agency: TBWA\STOCKHOLM
Art Director: Alexander Fredlund (TBWA Stockholm)
Copywriter: Johannes Ivarsson (TBWA Stockholm)
Final Art: Stefan Gallon (TBWA Stockholm)
Account Manager: Annika Molnár (TBWA Stockholm)
Account Director: Per Olholt (TBWA Stockholm)
Creative Director: Kalle Widgren (TBWA Stockholm)
Media placement: DR - Card and envelope - w/c 19 of December

Describe the brief/objective of the direct campaign.
Canal Digital provides TV via satellite. They offer a wide range of TV packaging and TV channels within sports, news, movies, comedy and documentary. We needed a simple (cheap) and quick way to tell subscribers (existing customers) with Comedy Central in their TV package that every Sunday there’s a new episode of South Park.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We used the show’s unique humour to set the tone and manner of the direct mail. In short: when you open the mail, you rip the head off Kenny. Telling Canal Digital’s existing subscribers about new shows, updates, offers etc is an integral part of Canal Digital’s communication and CRM-program. The output/outcome is in general soft values such as loyalty, and a dialogue that consists of more than just a bill in the mail at the end of the month.

Explain why the creative execution was relevant to the product or service.
Since the recipients of the Direct Mail already had chosen a subscription to Comedy Central, we knew that they would understand the somewhat morbid content. Also, to use the actual humour from South Park to promote South Park is quite relevant and appropriate, to say the least.

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 reason for the direct mail was to remind subscribers about South Park on Comedy Central. There was no response rate or such in the equation. The output/outcome was in general soft values such as loyalty, a tone of voice and communication that is unexpected and appreciated. And an ongoing dialogue that consists of more than just a bill in the mail at the end of the month.