100 YEARS OF CAKE by Tribal Amsterdam for DDB

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100 YEARS OF CAKE

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Netherlands
Agency Tribal Amsterdam
Art Director Dennis Baars
Copywriter Erik Falke
Released October 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: DDB
Product/Service: ADVERTISING AGENCY
Agency: DDB AMSTERDAM
Date of First Appearance: Oct 20 2009 12:00AM
Entrant Company: DDB AMSTERDAM, THE NETHERLANDS
Art Director: Dennis Baars (DDB Amsterdam)
Copywriter: Erik Falke (DDB Amsterdam)

Describe the brief/objective of the direct campaign.
Congratulate our client Centraal Beheer on its 100-year anniversary.

Explain why the creative execution was relevant to the product or service.
Sending a gift is always a nice way to congratulate someone. But as the advertising agency behind Centraal Beheer’s famous Just call us campaign there’s only one way to congratulate them. It needs a twist that fits their own bizarre standards.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent them a cake with our congratulations. We only added a new paper underneath the cakes with an expiry date in 2007, next to it their own tagline: Just call us. Something you could only read after finishing the cake.

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 appreciated a lot. We got lots of phone calls and thank-you e-mails from our clients at Centraal Beheer. (Oh and no worries, no one got sick.)