ETCH-A-TELESKETCH by Ruiz Nicoli for MRW

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ETCH-A-TELESKETCH

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Spain
Agency Ruiz Nicoli
Art Director Alfonso Arbós
Typographer Hector Losa
Released February 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: MRW COURIER
Product/Service: FRAGILE DELIVERIES
Agency: RUIZ NICOLI LINEAS
Date of First Appearance: Feb 2 2010 12:00AM
Entrant Company: RUIZ NICOLI LINEAS, Madrid, SPAIN
Chief Creative Office: Breno Cotta (Ruiz Nicoli Lineas)
Head of Art: Hector Losa (Ruiz Nicoli Lineas)
Art Director: Alfonso Arbós (Ruiz Nicoli Lineas)
Typographer: Hector Losa (Ruiz Nicoli Lineas)
Art Buyer: Marianna Bogliaccini (Ruiz Nicoli Lineas)
Account Executive: Claudia Pascual (Ruiz Nicoli Lineas)
Others: Gema García (Ruiz Nicoli Lineas)
Media placement: Dimensional Mailing - Direct Delivery to clients - 02 February 2010

Describe the brief/objective of the direct campaign.
Instead of just communicating the benefits of our Fragile delivery service, we wanted to demonstrate them. Therefore instead of a massive mailing campaign, we chose to send out something more convincing.

Explain why the creative execution was relevant to the product or service.
Prove our customers that our service is all about Fragile delivery by sending a demo-like mailing, with a message written on the screen of an Etch-a-sketch that was inside our fragile delivery box.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The knowledge that an etch-a-sketch (in Spain Telesketch) erases by shaking it or moving it too much, is a fact. So to prove the efficiency and care that is taken by our delivery personnel with our fragile deliveries service, we sent a hand written message on the telesketch screen that could only be read by the addresses if the package was handled and delivered with extra care.

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.
We sent out more than 200 packages to major clients that needed to ship delicate items, to sell our services as one of the best couriers in Spain. More than two thirds of them answered back asking for a special plan for their businesses. Half of them ended up changing courier companies to MRW and using our fragile delivery service commonly.