LAST TIME UNDER PRESSURE by Day6 for Day6 Advertising Agency

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LAST TIME UNDER PRESSURE

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Greece
Agency Day6
Creative Director Ivan Papadopoulos
Art Director Panagiotis Kavopoulos
Released December 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: DAY6
Product/Service: ADVERTISING AGENCY
Agency: DAY6
Date of First Appearance: Dec 21 2009 12:00AM
Entrant Company: DAY6, Halandri, GREECE
Creative Director: Ivan Papadopoulos (Day6)
Art Director: Panagiotis Kavopoulos (Day6)
Managing Director: Panos Theokas (Day6)
Media placement: No Media Used - No Media Placement - 21 December 2009

Describe the brief/objective of the direct campaign.
The target audience was drawn from clients, collaborators and friends of our Agency. The strategy was to create a memorable New Year’s card.

Explain why the creative execution was relevant to the product or service.
It was a New Year’s card that expressed not just a feeling, but a wish for everyone for 2010.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
2009 was a difficult year due to the economic crisis, especially in Greece, causing a lot of pressure on everyone. So, we thought of a stamp which reads on top : “WISH THIS IS...” When the stamp is pressed, the rest of the message is revealed: “THE LAST TIME I AM UNDER PRESSURE!”. The stamp speaks for you.

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.
Almost all the receivers called or e-mailed us immediately after pressing the stamp, saying it expresses their feelings exactly . They said they wish the ink would last so they can press it many times throughout 2010, as it is not only fun but stress-relieving too.