Herald DM HOUR LONG LETTER by DraftFCB Auckland

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Industry Newspapers
Media Direct marketing
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director James Mok
Creative Director Tony Clewett
Strategic Planner Melissa Forrest
Released September 2009

Credits & Description

Category: Flat Mailing
Advertiser: APN
Date of First Appearance: Sep 29 2009 12:00AM
Executive Creative Director: James Mok (DraftFCB)
Creative Director: Tony Clewett (DraftFCB)
Copywriter, Art Director: Jane Jamieson (DraftFCB)
Art Director, Copywriter: Leisa Wall (DraftFCB)
Strategic Planner: Melissa Forrest (DraftFCB)
Account Director: Kate Heatley (DraftFCB)
Account Manager: Emily Bellringer (DraftFCB)
Production Director: Eric Thompson (DraftFCB)
Media placement: Direct Mail - Posted - 29th September 2009

Describe the brief/objective of the direct campaign.
Media space has become an all-out battlefield. With budgets slashed and everyone shouting about cut price deals, the Herald on Sunday newspaper needed to remind media agencies that they were worthy of consideration. The measure of success would be if we could boost full-page ad bookings for October. Sunday is the day when readers can ‘digest’ the newspaper – with most spending over an hour reading their HoS in one sitting. This impressive statistic led us to our creative strategy. Our 34-page letter to key media people contained over 13,000 words – so it would take an hour to read.

Explain why the creative execution was relevant to the product or service.

Writing long copy for a cynical, time-poor audience takes time, guts and a huge amount of content along with attention to detail. Added to this, the HoS has a strong editorial style, which in effect is its brand, and the signatory was to be editor himself. Furthermore, he would be personally signing every single letter. Needless to say it was critical that we reflect his personal style in our long copy. The letter had to reflect ‘Sunday’, so the tone of the letter had to be relaxed and easygoing – again no easy task when writing an hour-long letter.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Of course, we didn’t really expect anyone to read the whole thing. We just hoped this extremely thick letter would give media people an unforgettable demonstration of the benefit of advertising in the Herald on Sunday. Our two follow-up direct mail pieces were a blissfully short 1 page each, reinforcing the offer and incentives in a very compelling and competively-edged way. This very small budget campaign has delivered a stunning lift in incremental sales for HoS. In fact, this has been their most successful direct marketing campaign to date. Maybe people DO read long copy after all!

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 Herald on Sunday received 70 full-page ad bookings for the month of October – an increase of 29 full page placements, a 79.5% YOY increase compared with the same month in the previous year. We achieved our objective more than three times over - and ultimately delivered a return on investment of over 15:1. In fact, this has been the Herald on Sunday's most successful trade marketing campaign to date. What's more, this entry proves once and for all that long copy isn’t dead.