Elmsta 3000 DM COMFORT PILLOW by Saatchi & Saatchi Los Angeles

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Industry Shows, Events & Festivals
Media Direct marketing
Market Sweden
Agency Saatchi & Saatchi Los Angeles
Art Director Mårten Hedbom, And Afshin Moeini
Released November 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: ELMSTA 3000 HORROR FEST
Product/Service: FILM FESTIVAL
Date of First Appearance: Nov 7 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI, Stockholm, SWEDEN
Art Director and Account Director: Gustav Egerstedt (Saatchi & Saatchi)
Art Director: Mårten Hedbom (Saatchi & Saatchi)
Art Director: Afshin Moeini (Saatchi & Saatchi)
Account Manager: Paula Andersson (Saatchi & Saatchi)
Media placement: Direct Mail - Pillow sent to target group with the Swedish post - 22/10/2009

Describe the brief/objective of the direct campaign.
The target group were the already existing members of the film festival. A group of people who are true horror film enthusiasts. These film nerds are collectors, the kind of people that go to horror and sci-fi fairs and collects memorabilia from films. So the strategy was to create something that would last longer than just an invitation. Something they could save, be proud of and hold on tight to. The goal was set to get 50% of the members to go to the festival and to strengthen the position as the scariest film festival in Sweden.

Explain why the creative execution was relevant to the product or service.
Since Elmsta 3000 Horror Fest is positioned as the scariest film festival in Sweden this pillow was right on target. You defenitely need this one to hold on to during the midnight screenings. And for the super extra interested (which some of the members are) the text on the pillow is an homage to the 70s film;Last house on the left. So the invitation works great both for the hard core horror film enthusiasts and for the more casual viewers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a pillow, a pillow with this message printed on it:It’s only a movie. It’s only a movie. It’s only… On the tag the time and date of the festival was printed. This pillow was sent out to the members as the invitation. We got a lot of attention and buzz from this pillow on the festivals webpage. An amazing 80% attendence was acheived. And now 6 months after the festival, the pillow is laying in a lot of peoples sofas constantly reminding them of the scariest film festival.

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.
An amazing 80% attendence was acheived. (The goal was set to 50%) And most important, the pillow is now laying in a lot of peoples sofas constantly reminding them of the scariest film festival in Sweden.