TROJAN HORSE by Leo Burnett Kuala Lumpur for Dmam (direct Marketing Association Of Malaysia)

TROJAN HORSE

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Direct marketing
Market Malaysia
Agency Leo Burnett Kuala Lumpur
Executive Creative Director Tan Kien Eng
Art Director Koh Siok Yee
Copywriter Nik Faraliza, Benjamin Chen
Illustrator Khairul Anuar
Released October 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: DIRECT MARKETING ASSOCIATION OF MALAYSIA
Product/Service: DIRECT MARKETING AWARDS 2009
Agency: LEO BURNETT/ARC WORLDWIDE MALAYSIA
Date of First Appearance: Oct 31 2009 12:00AM
Entrant Company: LEO BURNETT/ARC WORLDWIDE MALAYSIA, Kuala Lumpur, MALAYSIA
Executive Creative Director: Tan Kien Eng (Leo Burnett / Arc Worldwide)
Creative Director / Art Director: Theresa Tsang (Leo Burnett / Arc Worldwide)
Creative Director / Copywriter: Valerie Chen (Leo Burnett / Arc Worldwide)
Senior Art Director: Phianphon Sitichaidecha (Leo Burnett / Arc Worldwide)
Art Director: Koh Siok Yee (Leo Burnett / Arc Worldwide)
Copywriter: Benjamin Chen (Leo Burnett / Arc Worldwide)
Senior Copywriter: Gauri Dalvi (Leo Burnett / Arc Worldwide)
Illustrator: Khairul Anuar (Leo Burnett / Arc Worldwide)
Copywriter: Nik Faraliza (Leo Burnett / Arc Worldwide)
Production Manager: Ong Chee Hin (Leo Burnett / Arc Worldwide)
Production Manager: Liew Kam Yong (Leo Burnett / Arc Worldwide)
Studio Manager: Fok Soop Chin (Leo Burnett / Arc Worldwide)
Customer Relationship Manager/ Director: Jason John (Leo Burnett / Arc Worldwide)
Brand Executive: Kristin Chong (Leo Burnett / Arc Worldwide)
Media placement: Direct Mail - Direct Mail - 31 October 2009

Describe the brief/objective of the direct campaign.
Beyond creating the annual call-for-entries mailer, we wanted to reinvigorate participation from direct marketing, digital and advertising agencies in the DMAM Awards 2009, as well as elevate the status of direct marketing as an effective weapon alongside traditional advertising.

Explain why the creative execution was relevant to the product or service.
Just as the Trojan Horse was immortalised as one of history’s most triumphant ideas, the mailer invited agencies to come forth and celebrate their best ideas. From there, we demonstrated the power of direct marketing by taking personalisation to new heights. From the address label, poster, booklet and letter to EDMs, we customised the copy and images to reflect each recipient’s name and agency.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We used the fabled Trojan Horse to illustrate how a single idea, well crafted and executed, can break through seemingly impenetrable walls to reach its target. And what better way to jolt jaded agency folk than send out scale replicas of the behemoth as the call-for-entries mailer. The paper, printing and delivery of the pack were sponsored by Takeo, Fuji Xerox and POS Malaysia respectively - all fellow DM practitioners who wanted to push the envelope for breakthrough direct marketing.

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 attention-grabbing mailer and radical personalisation resulted in a huge response from a mix of 16 advertising, digital and DM agencies, doubling the number participating from the previous year (only 8 DM agencies took part in 2008). With over 200 entries, a 9% increase from 2008, this was a remarkable achievement considering the budget cuts from clients on marketing and communications, as well as agencies slashing budgets on awards entries and rewards due to poor global and local economic performance.