E-Graphics DM IF YOU THINK IT, WE'LL PRINT IT by TBWA\Hunt\Lascaris Johannesburg

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Industry Business equipment & services
Media Direct marketing
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Executive Creative Director Damon Stapleton
Copywriter Mike Vines
Producer Craig Walker, Siennen Economou
Photographer Mari Keyter, Lucas Mathebula
Illustrator Julian Dall
Released April 2011

Credits & Description

Category: Traffic & Brand Building
Advertiser: E-GRAPHICS
Date of First Appearance: Apr 1 2011
Executive Creative Director: Damon Stapleton (TBWA/Hunt/Lascaris)
Creative Director / Art Director: Adam Weber (TBWA/Hunt/Lascaris)
Creative Director / Art Director: Justin Wright (TBWA/Hunt/Lascaris)
Copywriter: Mike Vines (TBWA/Hunt/Lascaris)
Photographer: Mari Keyter/Lucas Mathebula (TBWA/Hunt/Lascaris)
Producer: Craig Walker (E-Graphics)
Producer: Siennen Economou (Osmosis)
Illustrator: Julian Dall (Freelance)
Production Manager: Robert Mackenzie (TBWA/Hunt/Lascaris)
Media placement: Ambient Decals - Client's Office - 1 April

Describe the brief/objective of the direct campaign.
E-GRAPHICS is a production and marketing company with offices across the world.
They pride themselves in delivering highly innovative bespoke solutions.

Their target audience is mostly within the marketing and advertising industry, but also anyone looking for print and production solutions.

In a fiercely competitive print industry, E-GRAPHICS needed a boost in orders and wanted to demonstrate to existing and potential clients what they're capable of.

They needed a cost-effective campaign to show their innovative print solutions.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We printed die-cut, low tack decals that resembled a turned-up corner of a page. When applied to a surface, it created the illusion that the surface had been printed by E-GRAPHICS.
The turned-up corner decal carried the bold message “We can print this” along with the E-GRAPHICS logo and web address.

The more interesting the surface, the better our message.

We wanted our target audience to see the kind of innovative and highly cost-effective print solutions we are capable of.

Explain why the creative execution was relevant to the product or service.
The execution was relevant because it showed what E-GRAPHICS could do.
It created impact when used throughout a client's building.

The true originality was that the decal took ownership of the surface it was applied to.
The more interesting the surface, the better our decal looked.

Smaller decals were applied to desks and cars. We even printed a short run of 'business card' stickers, allowing the E-GRAPHICS sales team to tag whatever they liked, wherever they went.

It's appropriate because it's a tangible display of an innovative print solution.

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 decals were well received when applied throughout client's offices.
Pictures of the decals were uploaded onto to the website and received 1956 hits in the first day.