Elmsta 3000 DM PROSCIUTTO DI GIALLO by Saatchi & Saatchi Stockholm

Adsarchive » DM » Elmsta 3000 » PROSCIUTTO DI GIALLO


Pin to Collection
Add a note
Industry Shows, Events & Festivals
Media Direct marketing
Market Sweden
Agency Saatchi & Saatchi Stockholm
Director Linda Callenholt
Art Director Gustav Egerstedt
Copywriter Petter Dixelius
Released November 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: ELMSTA 3000 HORROR FEST
Product/Service: FILM FESTIVAL
Date of First Appearance: Nov 8 2010
Entrant Company: SAATCHI & SAATCHI, Stockholm, SWEDEN
Art Director: Gustav Egerstedt (Saatchi & Saatchi)
Art Director Assistant: Maria Wester (Saatchi & Saatchi)
Copywriter: Petter Dixelius (Saatchi & Saatchi)
Web Director: Anders Ekman (Saatchi & Saatchi)
Web Director: Erik Hiort af Ornäs (Saatchi & Saatchi)
Planner: Per Jaldeborg (Saatchi & Saatchi)
Account Manager: Eva Håkansson Tell (Saatchi & Saatchi)
Director: Linda Callenholt (Hobby Factory)
Still Photographer: Alexander Crispin
Director of Photography: David Grehn
Music: Ulf Svedlund (Studio Dubious)
Music: Christoffer Roth (Studio Dubious)
Scenographer: Linnea Pettersson
Speaker: Miles Avison
Voice Over Recordist: Carl Wachtmeister
Standby prop man: Sara Brobert
Case film production: (Filmic Art)
Media placement: Letter With Slices Of Ham & Microsite - Sent By Post/mail. - November 2010

Describe the brief/objective of the direct campaign.
Elmsta 3000 Horror Fest is a Swedish horror film festival that is held twice a year. The theme for this fall was Italian Slasher, a genre known to horror movie fans as “Giallo”. The brief was to create an invitation for the upcoming festival. Since it was targeted at a small group of people (Only 40 members of the club), the strategy was to be as personal as possible. The objective was to create buzz and anticipation among the members.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A package was sent to the festival members. Inside, wrapped in paper from a premium butcher¹s called “Prosciutto di Giallo”, were four slices of ham.
The last slice had a personal url printed on it. It led each member to their own part of an Italian website called Proscuittogiallo. There, a personal message awaited them from the butcher. The messages end with a pack shots of the very package the member just opened.
In addition to the personalized web films, members could find the festival location on Google Maps (marked out with a meat axe) and download a human butcher poster.

Explain why the creative execution was relevant to the product or service.
We created a very personal and genuine “Giallo” experience for the festival members. The invitation took the festival theme “Italian Slasher” all the way; the direct mail with prosciutto slices wrapped in premium butcher's paper, personal URL printed on the ham in meat ink, an Italian web domain, the personalized films, the butcher poster, the Google Maps meat axe, the carne tweets. All added up, we built a small “Giallo” world for these horror film enthusiasts to jump into, a world where they got to play the leading part.

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 invitation created a huge stir among the members. The sense of actually playing a part in a genuine Giallo movie experience created the buzz and anticipation for the festival that we wanted. 80 % of those invited attended the festival. And they all got a memory for life.