A MAILING WHERE YOU SCRATCH AND LOSE by Ogilvy & Mather Bogota for Harley-Davidson

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A MAILING WHERE YOU SCRATCH AND LOSE

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Industry Motorcycles, Automotive products, services and accessories
Media Direct marketing
Market Colombia
Agency Ogilvy & Mather Bogota
Art Director Rodrigo Tarquino, Julian Franky, Edwin Pineda
Copywriter Jairo Lezaca, Omar Montaño
Photographer Dario Mora
Released April 2011

Credits & Description

Category: Flat Mailing
Advertiser: HARLEY-DAVIDSON
Product/Service: CYCLE HELMETS
Agency: OGILVY & MATHER COLOMBIA
Date of First Appearance: Apr 1 2011
Entrant Company: OGILVY & MATHER COLOMBIA, Bogotá, COLOMBIA
Entry URL: http://www.harley-davidson.com.co
Chief Creative Officer: Jairo Lezaca (Publicis Colombia)
Chief Creative Officer: Rodrigo Tarquino (Publicis Colombia)
Chief Creative Officer: Francisco Castillo (Publicis Colombia)
Copywriter: Jairo Lezaca (Publicis Colombia)
Copywriter: Omar Montaño (Publicis Colombia)
Art Director: Rodrigo Tarquino (Publicis Colombia)
Art Director: Edwin Pineda (Publicis Colombia)
Art Director: Julian Franky (Publicis Colombia)
Managing Director: Jacobo Alvarez (Publicis Colombia)
Photographer: Dario Mora (MoraFoto)
Media placement: Flat Mailing - Servientrega Mailing - April 1th 2011
Describe the brief/objective of the direct campaign.
Create a flat mailing campaign for our H.O.G (Harley-Davidson® Owners Group) data base, that
communicates in a clear and easy way the benefit of the new Harley Davidson® Anti-Scratch Helmets.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The new Harley Davidson® Anti-Scratch Helmets, have a big problem. People don't have a clear understanding of the product's benefit until they see the helmet in the store.
Explain why the creative execution was relevant to the product or service.
·To make evident the main attribute of our product we decided to use the most popular scratch of the print world. THE SCRATCH AND WIN.
· With an appealing headline, we invite the reader to scratch off the areas that conceal two different stories. With every scratch, the stories move farther away from what the headline hinted them to be about and quickly spin into a series of unfortunate events. The way the stories develop make evident that with every scratch you can spoil a good story.
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.
- Three weeks after this flat email was sent, we ran out of stock.
- 27% of the Harley Davidson® Anti-Scratch Helmets were purchased by active members of H.O.G (Harley-Davidson Owners Group) .
- There was a 23% increase in the sales of other helmets references.