PERSONALISED STAMPS by Saatchi & Saatchi New Zealand for New Zealand Post

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PERSONALISED STAMPS

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market New Zealand
Agency Saatchi & Saatchi New Zealand
Executive Creative Director Mike O`sullivan
Art Director Arnya Karaitiana
Copywriter Louise Studholme
Released October 2009

Credits & Description

Category: Flat Mailing
Advertiser: NEW ZEALAND POST
Product/Service: EFFIE ADVERTISING AWARDS SPONSORSHIP
Agency: SAATCHI & SAATCHI
Date of First Appearance: Oct 22 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI, Auckland, NEW ZEALAND
Executive Creative Director: Mike O'Sullivan (Saatchi & Saatchi)
Creative Director/Copywriter: Matt Shirtcliffe (Saatchi & Saatchi DGS)
Senior Art Director: Jeff Harris (Saatchi & Saatchi DGS)
Art Director: Arnya Karaitiana (Saatchi & Saatchi DGS)
Copywriter: Louise Studholme (Saatchi & Saatchi DGS)
Senior Account Manager: Alex Hamilton (Saatchi & Saatchi DGS)
Manager - Market Engagement and Capability: Fiona Woolley (New Zealand Post)
Marketing Coordinator: Christie McNamara (New Zealand Post)
Media placement: Direct Mail - Mailed - 22 October 2009

Describe the brief/objective of the direct campaign.
The objective was for our client, New Zealand Post, to maximise its sponsorship of the EFFIE Advertising Effectiveness Awards, by demonstrating the effectiveness of personalised mail. The awards are widely attended by brand advertising agencies and their clients, and are dominated by broadcast media, especially TV. For many of these people, direct mail would not be top of mind for effectiveness. Our strategy was not to compete with the other sponsors on the night, but rather to produce a highly personalised follow-up, immediately after the awards.

Explain why the creative execution was relevant to the product or service.
The execution was highly relevant to Direct Mail because it demonstrated just how effective personalised mail can be. No one is going to throw away a usable set of stamps with their own photo on it. The sheet of stamps captured the strength of personalisation. And they ensured each recipient used Direct Mail, every time they used one of the stamps. It was the very first time real personalised stamps had been produced and used in this way. And what could be more appropriate for a brand that is all about mail?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our insight was that everyone likes to look their best on the night and no one misses a photograph of themselves. So our idea was to hire a portrait photographer at the awards. Then working with New Zealand Post, each photograph was turned into a sheet of individual personalised stamps and mailed to the attendee within days of the awards.

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.
Our client was extremely happy with the results. Within days, they were inundated with grateful emails requesting reprints of the stamps. Over 20% of the target audience also used one of the stamps to request more information on Direct Mail, and enter the prize draw. One Creative Director from a rival agency was so excited by his stamps he began Tweeting enthusiastically about it. And the campaign was featured favourably in Directory Magazine.