POISON CHOCOLATE by Zig for Corus Entertainment

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POISON CHOCOLATE

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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 Shanghoon Jeong
Released June 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: CORUS ENTERTAINMENT
Product/Service: DUSK TV
Agency: zig
Date of First Appearance: Dec 1 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: Shanghoon (Westside Studios)
Media placement: Direct Mail - Direct Mail - December 1, 2010

Describe the brief/objective of the direct campaign.
Earlier in the year, DUSK TV had launched as a new horror channel in Canada. We needed to remind media buyers/planners during the Christmas season about the kind of programming they offered.

Explain why the creative execution was relevant to the product or service.
How did we do it? By sending very nice chocolate truffles with a very simple question - which of the two chocolates was poison?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
So for DUSK TV’s first Christmas card we combined a holiday greeting with a reminder of what our channel is all about - suspense.

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.
It was extremely well received, we got dozens of calls and emails thanking us, and complimenting us on the holiday gift and actual media sales on the station increased in the new year by over 20%.