A COMPLETE SPOTTERS GUIDE TO THE WORLDS MOST ELUSIVE BREEDS by Tribal London for Financial Times

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A COMPLETE SPOTTERS GUIDE TO THE WORLDS MOST ELUSIVE BREEDS

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Industry Newspapers
Media Direct marketing
Market United Kingdom
Agency Tribal London
Creative Director Guy Bradbury
Art Director Darren O'beirne
Copywriter Jonathan Meatyard
Released May 2009

Awards

Caples Awards 2009
Direct Mail & Print Direct mail dimensional, over $5 Bronze

Credits & Description

Category: Dimensional Mailing
Advertiser: FINANCIAL TIMES
Product/Service: NEWSPAPER
Agency: DDB UK
Date of First Appearance: May 5 2009 12:00AM
Entrant Company: DDB UK, London, UNITED KINGDOM
Entry URL: http://www.fttoolkit.co.uk/advertising/
Creative Director: Guy Bradbury (DDB UK)
Art Director: Darren O'Beirne (DDB UK)
Copywriter: Jonathan Meatyard (DDB UK)
Account Director: Matthew Bundy (DDB UK)
Planner: Mat Jones (DDB UK)
Group Head: Sam Oliver (DDB UK)
Group Head: Shishir Patel (DDB UK)
Art Buying: Helen McEwen (DDB UK)
Project Manager: Sophie Simonelli (DDB UK)

Describe the brief/objective of the direct campaign.
2009 was no ordinary year for the newspaper industry, with reduced marketing budgets, brands were being much more cautious, leading to a reduction in advertising revenue. A new strategy was needed. The FT needed to talk to Media Buyers in a completely new way. Our objectives were to reinforce to Media Buyers that in these difficult times, the FT was an essential media choice for reaching high net worth individuals. More specifically we needed to: 1. Drive traffic to the website 2. Create customer loyalty 3. Develop the FT brand 4. Generate enquiries

Explain why the creative execution was relevant to the product or service.
To bring the campaign to life and illustrate the rare audience, we carefully wrote and designed an, Elusive Breeds bird-spotting guide. This book demonstrated the newspapers knowledge of its high-flying readership. Showcasing them as six different breeds The handy guide beautifully wrote about each breed pointing out the differences between the ‘common’ and ‘FT-reading varieties’. It highlighted which FT publications they fed on, distinguishing characteristics and where they migrated to each year for business and pleasure. The Glossary Section then showed the full range of FT media options, making it easy to use on a daily basis.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our approach was to create a B2B direct marketing campaign that helped and supported media buyers through a difficult year, by showing them exactly where their audience were, what parts of the paper they were reading and when to talk to them, helping them to be more effective with their clients marketing budgets.

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.
Pre and post tracking showed an immediate and sustained uplift equating to over 350% in the weeks following the campaign. An uplift of 6,767, from a mailing of 968. Qualitative feedback from this campaign was overwhelming, resulting in quotes like: “Very interesting and witty. It really brought to life the various types of people who read the FT.” In addition, the campaign reached people beyond the immediate target audience. With 4,699 unique visitors in the period following the promotion, meaning that for every customer we sent the mailing to a further 4 of their colleagues visited the website.