BOYFRIEND PILLOW by Zig for Corus Entertainment

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BOYFRIEND PILLOW

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Canada
Agency Zig
Executive Creative Director Martin Beauvais
Art Director Niall Kelly
Copywriter Michael Clowater
Photographer Michael Graf
Released June 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: CORUS ENTERTAINMENT
Product/Service: DUSK TV
Agency: zig
Date of First Appearance: Jun 26 2009 12:00AM
Entrant Company: zig, Toronto, CANADA
Chief Creative Officer: Aaron Starkman (zig)
Executive Creative Director: Martin Beauvais (zig)
Art Director: Niall Kelly (zig)
Copywriter: Michael Clowater (zig)
Planner: James Powell (zig)
Project Manager: Sheri Hachey (zig)
Print Producer: Jennifer Dark (zig)
Photographer: Michael Graf (Graf Studios)
Media placement: Direct Mail - Direct Mail - 26, June 2009

Describe the brief/objective of the direct campaign.
Inform media buyers/planners that a new horror channel for women is launching in Canada.

Explain why the creative execution was relevant to the product or service.
Along with our research results, we sent out a 'Boyfriend Replacement Arm' to media buyers/planners in Canada to underline that women did indeed watch our channel.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Research had shown that women watch horror and suspense programming. We wanted to inform media buyers and planners that they should also consider DUSK TV when buying programs for female markets.

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.
In the first month following, viewership of DUSK TV had increased by 332% and media sales for female skewed products and services more than tripled.