DM SCREWED by Publicis Amsterdam

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Industry Flowers delivery
Media Direct marketing
Market Netherlands
Agency Publicis Amsterdam
Director Peet Gelderblom
Executive Creative Director Jeroen Van Zwam
Copywriter Marcel Hartog
Designer Dave Fransen
Producer Kim Wolffensperger, Joyce Gorgoni
Editor Wouter Van Luyn
Released December 2011

Credits & Description

Category: Socila Media & Viral Marketing
Advertiser: FLOWERS.NL
Product/Service: FLOWERS
Executive Creative Director: Marcel Hartog (Publicis)
Executive Creative Director: Jeroen Van Zwam (Publicis)
Copywriter: Marcel Hartog (Publicis)
Artdirector: Jeroen Van Zwam (Publicis)
Producer: Kim Wolffensperger (Publicis)
Production Company: In Case Of Fire
Director: Peet Gelderblom (In Case Of Fire)
Camera: Rutger Storm (In Case Of Fire)
Producer: Joyce Gorgoni (In Case Of Fire)
Sound Design/Music: Geert Van Gaalen
Soundstudio: Studio De Keuken
Editor: Wouter Van Luyn
Post-production: Effraïm Gons/Alexander Fijlstra (AVP)
Designer: Dave Fransen (Publicis)
Media placement: online video - you tube etc - 30-12-2011

Describe the brief/objective of the direct campaign.
Reminding Dutch men not to forget their wedding anniversary, and pre-order a bouquet at

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A viral video in which an ordinary office guy has to overcome serious problems on his way home. His own wife appears to be behind all this, just because he forgot their wedding anniversary.

Explain why the creative execution was relevant to the product or service.
Men are supposed to surprise their wife with flowers on their wedding anniversary, but stubbornly forget this important date. So they have to face the consequences.

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 viral film ‘screwed’ has been viewed and shared all over the Netherlands. Pre-orders at rose by 287%.