THE DISCREET BOX by Leo Burnett Buenos Aires for Extasy Collection

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THE DISCREET BOX

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Industry Toys, Sex shop
Media Direct marketing
Market Argentina
Agency Leo Burnett Buenos Aires
Art Director Carmelo Maselli
Copywriter Luis Sanchez-Zinny
Photographer Ruben Carrion
Released March 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: EXTASY SEX SHOP
Product/Service: ADULT TOYS
Agency: LEO BURNETT ARGENTINA
Date of First Appearance: Mar 30 2010 12:00AM
Entrant Company: LEO BURNETT ARGENTINA, Buenos Aires, ARGENTINA
Chief Creative Director: Pablo Capara (Leo Burnett Argentina)
Chief Creative Director: Seto Olivieri (Leo Burnet Argentina)
Creative Director: Luis Sanchez Zinny (Leo Burnett Argentina)
Creative Director: Carmelo Maselli (Leo Burnett Argentina)
Copywriter: Luis Sanchez Zinny (Leo Burnett Argentina)
Art Director: Carmelo Maselli (Leo Burnett Argentina)
Account Director: Beto Vanguardia / Lamousse
Photography Production: Mariana Haxell (Leo Burnett Argentina)
Photographer: Ruben Carrion (Leo Burnett Argentina)
Print Production: Sergio Blanca (Leo Burnett Argentina)
Media placement: box - potential sex shop consumers - March 2010

Describe the brief/objective of the direct campaign.
The sex shop wanted to help those people who are more introvert or prejudiced to come to the shop and buy sex toys.

Explain why the creative execution was relevant to the product or service.
The box is a solution for all those who would like to keep their sex life privately, without worrying about other people learning about what toys they buy. Also, it turned out to be an excellent gift for hens’ parties and so on because people arrived with an apparently simple and ordinary box, for instance containing a torch, and it ended up being a dildo.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
For that end, we created a series of discreet boxes which disguised their contents and sent them to thousands of potential customers together with a leaflet that read: “Now you have where to hide away your toy. Come and find it at Extasy.” In this way, people were able to buy dildos and other sex toys and walked the streets or put them out at their homes without anybody guessing what was inside the box.

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.
From the time boxes were introduced, the sex shop’s sales increased by 23 %. It was even necessary to sell boxes in isolation because people who had already bought dildos separately also wanted them. The discreet box was such a knock-out success that the sex shop ordered a new series of boxes to be printed which was greater than the former one.