FIND THE SOLUTION IN THE SUN by Publicis Brussels for FUTUREPROOFED SOLAR

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FIND THE SOLUTION IN THE SUN

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Belgium
Agency Publicis Brussels
Creative Director Paul Servaes, Alain Janssens
Released April 2010

Credits & Description

Category: Flat Mailing
Advertiser: FUTUREPROOFED SOLAR
Product/Service: SOLAR PANELS
Agency: PUBLICIS BRUSSELS
Date of First Appearance: Apr 12 2010 12:00AM
Entrant Company: PUBLICIS BRUSSELS, BELGIUM
Creative Director: Alain Janssens (Publicis Brussels)
Creative Director: Paul Servaes (Publicis Brussels)
Production Director: Christ Lannoy (Publicis Brussels)
Client Services Director: Johan Parmentier (Publicis Brussels)
Media placement: Mailing - Belgian Post - 12 April 2010

Describe the brief/objective of the direct campaign.
Find an original mailing format to inform prospects (homeowners or those in the process of renovating, building or buying a house) about the advantages of solar panels, in particular the approach of Futurproofed, and to persuade them to visit the website.

Explain why the creative execution was relevant to the product or service.
It proved through a simple demonstration – the watermark text – that the sun provides the solution.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Create an original mailing format, very teasing and minimalist, to invite people to visit the site where they could then find all the information. A short text printed at the top of the page said simply, “The answer is in the sun".Indeed, when the letter was viewed in sunlight one could see a watermark with text reading, “Discover Futureproofed solar panel solutions at futureproofed.be”

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.
At the time of the mailing we saw a noticeable increase in the number of site visits and requests for information by email and telephone. In addition, the watermark letter is still being used as letter paper.