THE NEW WORKER by DraftFCB Tel Aviv for H.I.L

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THE NEW WORKER

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Israel
Agency DraftFCB Tel Aviv
Creative Director Ori Ganot
Art Director Ravit Sahar
Producer Eti Naaman
Account Supervisor Yael Nizan
Strategic Planner Avishai Kadosh
Released March 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: H.I.L
Product/Service: EXTENSIVE MAINTENANCE SERVICES FOR VEHICLE FLEETS
Agency: DRAFTFCB SHIMONI FINKELSTEIN BARKI
Date of First Appearance: Mar 8 2010 12:00AM
Entrant Company: DRAFTFCB SHIMONI FINKELSTEIN BARKI, Tel Aviv, ISRAEL
Executive Creative Director/ Copywriter: Kobi Barki (Shimoni Finkelstein Draftfcb)
Executive Account Manager: Mira Finkelstein (Shimoni Finkelstein Draftfcb)
Creative Director: Ori Ganot (Shimoni Finkelstein Draftfcb)
Art Director: Ravit Sahar (Shimoni Finkelstein Draftfcb)
Producer: Eti Naaman (Shimoni Finkelstein Draftfcb)
Account Supervisor: Yael Nizan (Shimoni Finkelstein Draftfcb)
Strategic Planner: Avishai Kadosh (Shimoni Finkelstein Draftfcb)
Media placement: Direct Stunt - small to medium companies - 08 March 2010

Describe the brief/objective of the direct campaign.
H.I.L is a leading B2B company offering car fleet management and maintenance services. Until recently they only worked with corporations with big car fleets. The objective of the promotion was help win-over a new customer - medium to small companies. Car fleet management is a 'foreign'concept to small to medium companies. Our strategy was to Create awareness of this service, in the most tangible way to companies(medium to small) that don’t normally use it.

Explain why the creative execution was relevant to the product or service.
Getting through to the finance manager is extremely difficult. Databases are little use, and direct mail offers a low success rate. We needed to try a completely different way to reach the key influencer. By sending a real person and not a mail pack, we symbolised the 'personal side' of our client's offer, made our brand stand out and left our prospect with a very tangible experience. We also wanted to activate the company and its employees into viewing our service as something real and within their reach.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our goal was to maximize brand awareness and response rates. We sent an undercover representative acting as new worker. Holding a box containing things for his desk - clock, picture of his son and plant – our 'new worker' presented himself to the receptionist as serving a new function in the company: Fleet management and maintenance. For each company, we gave our representative the name of a specific person - usually the finance manager. Once they met, he presented the service and left him with a brochure, and the box, as a 'living' reminder of the new worker.

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.
As expected, no one was expecting a new worker, resulting in: 1. A lot of buzz in the workplaces we visited, and high levels of brand awareness for H.I.L. 2. A 15% response rate, of quality, high-value leads.