Financial Times DM BUSINESS TO BUSINESS CARD by Tribal London

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BUSINESS TO BUSINESS CARD

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Industry Newspapers
Media Direct marketing
Market United Kingdom
Agency Tribal London
Creative Director Scott Walker, Guy Bradbury
Art Director Darren O'beirne, Charlie Elliot
Copywriter Dave Jennings, Neil Mcguirk
Released July 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: FINANCIAL TIMES
Product/Service: NEWSPAPER
Agency: DDB UK
Date of First Appearance: Jul 6 2010
Entrant Company: DDB UK, London, UNITED KINGDOM
Entry URL: http://www.ft.com/brad.smale
Creative Director: Guy Bradbury (DDB UK)
Creative Director: Scott Walker (DDB UK)
Art Director: Darren O'Beirne (DDB UK)
Copywriter: Neil McGuirk (DDB UK)
Copywriter: Dave Jennings (DDB UK)
Digital Producer: Andy Bell (GUTENBERG NETWORKS)
Art Director: Charlie Elliot (DDB UK)
Account Manager: Patricia Synephias (DDB UK)
Project Manager: Alex Coxhill (DDB UK)
Media placement: X - X - X

Describe the brief/objective of the direct campaign.
Each year, the FT gathers knowledge and market insights about their readers across all business sectors. This can be invaluable to media buyers, helping them reach the audiences of their clients in highly targeted ways.

Our brief was to present this info to media buyers and then highlight a range of FT solutions that could be tailored to specific audiences – thus provide them with more effective communication. We also had to achieve this in an overcrowded market place and to do it in a way that continued the FT’s reputation as the leading authority on business.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We used what we knew about our audience to help them realise the power of a more insightful approach. They experienced, first-hand what they could create for the audiences of their clients, with the FT’s help. We sent a highly personalised mailer to each media buyer that led to a website. Here was a personalised, up-datable reference tool, tailor-made for them and the sector they worked in.

Explain why the creative execution was relevant to the product or service.
Media buyers receive tons of promotional material, so we sent an intriguing, premium mail-pack, highly personalised to them and their business sector. The bespoke, premium pack reflected the quality of both the FT, and their advertisers.
The highly personalised journey continued online, leading each individual to business insights specifically relevant to them. Combined with the design and the online experience, the information was extremely engaging.
All this tied directly to what the FT were advertising – an array of highly tailored solutions designed to help media buyers target audiences more effectively. Our communication proved it works, making it all the more relevant.

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.
45% recipients visited the site. 50% of those returned up to 25 times each. Average of 3 minutes on the site. In the 1st month, 869 pages viewed (total of 5,069 times).
Print, Download and Share buttons used over 100 times. 45 recipients contacted a sales rep.

“…Tonnes of stuff… goes in the bin but this has gone down a storm… my desk is like Clapham Junction...” Maura Donnellan, PriceWaterhouseCoopers

“I… told about 5 people… I don’t have time to see them… yet I’ve showed this campaign to double that… am now typing you an email saying how great it is.” Brad Smale, Initiative.