SHARABLE NEW YEAR'S CARD by Publicis Brussels for CAMBIO

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SHARABLE NEW YEAR'S CARD

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Industry Automotive products, services and accessories
Media Direct marketing
Market Belgium
Agency Publicis Brussels
Creative Director Paul Servaes, Alain Janssens
Art Director Aurore De Boncourt - Gilles De Boncourt
Copywriter Eric Becker - Marko Leus - Willem De Geyndt
Illustrator Christophe Van Tricht
Released December 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: CAMBIO
Product/Service: CAR SHARING SERVICE
Agency: PUBLICIS BRUSSELS
Date of First Appearance: Dec 27 2009 12:00AM
Entrant Company: PUBLICIS BRUSSELS, BELGIUM
Client Services Director: Johan Parmentier (Publicis Brussels)
Creative Director: Alain Janssens (Publicis Brussels)
Creative Director: Paul Servaes (Publicis Brussels)
Copywriter: Eric Becker (Publicis Brussels)
Art Director: Gilles de Boncourt (Publicis Brussels)
Production Director: Christ Lannoy (Publicis Brussels)
Illustrator: Christophe Van Tricht (Publicis Brussels)
Media placement: Greeting Card - Cambio Cars - 27 December 2009

Describe the brief/objective of the direct campaign.
Cambio is a car-sharing service. Users of this service borrow cars for a few hours, only when they need them. Cambio wanted to send its best wishes in a unique and moving manner to both its members and to new users: people without cars, families with only one car, people who had recently obtained a driver’s license, etc.

Explain why the creative execution was relevant to the product or service.
This Cambio greeting card is fully aligned with the Cambio philosophy. Like the Cambio car-sharing system, it is both economical and ecological.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a greeting card that could be shared. Whoever receives it can peel off the written portion and re-use the card as he or she wishes. A simple idea that saves money and paper.

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 Cambio sharing card has triggered many positive reactions. More than signing up new subscriptions, the goal was to become known, to explain the principle behind Cambio, and to produce reactions and affinity. Mission accomplished. The mailbox collapsed under the weight of compliments and the number of clicks appreciably increased in the weeks after the sharing card was sent.