Happiness Brussels DM COMIC SANS DESTROYER by Happiness Brussels

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Industry Recruiting
Media Direct marketing
Market Belgium
Agency Happiness Brussels
Creative Director Grégory Titeca
Creative Tom Galle, Ramin Afshar
Illustrator Jean André
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Apr 30 2010 12:00AM
Entry URL: http://www.comicsansdestroyer.com/
Creative Management: Karen Corrigan/Gregory Titeca (Happiness Brussels)
Creative Director: Gregory Titeca (Happiness Brussels)
Creative: Ramin Afshar (Happiness Brussels)
Creative: Tom Galle (Happiness Brussels)
Illustrator: Jean André
Programming: (Bliss Interactive)
Media placement: Website - Comicsansdestroyer.com - 29/04/2010
Media placement: Interactive Tool - Comicsansdestroyer.com - 29/04/2010

Describe the brief/objective of the direct campaign.
Advertising agency Happiness Brussels is looking for a graphic designer with the right spirit and good taste. How could we get a maximum number of applicants amongst the best graphic designers? We targeted the graphic design community through an online action in order to spread the word.

Explain why the creative execution was relevant to the product or service.
Comic Sans comes pre-installed on every computer and is still very commonly used. However, in the graphic design communities it is considered to be the ultimate symbol of bad taste, and that is why many graphic designers have tried to ban Comic Sans. 'Comic Sans Destroyer' is now the ultimate tool to get rid of Comic Sans for once and for all; and at the same time it spreads the message: we only want graphic designers with really good taste.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In graphic design communities, the Comic Sans font it is considered to be the ultimate symbol of bad taste. Therefore, we designed the 'Comic Sans Destroyer', a downloadable application that will erase Comic Sans for once and for all from your computer. Only after using the application and cleaning their computer from all forms of Comic Sans, applicants can apply for the position of graphic designer.

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.
After one week: - Featured on the most influential graphic design blogs and websites. - Over 20.000 unique visits on the website. - More than 4.000 downloads of the application. - More than 130 graphic designers from all over the world applied for the job.