Hi-mo DM MAKES YOU HOT! by Cheil Seoul

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Industry Contraceptives & Pregnancy Tests
Media Direct marketing
Market South Korea
Agency Cheil Seoul
Creative Director Jooyeon Shin, Wonme Hwang
Art Director Seokjin Shin
Released May 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: HI-MO
Product/Service: CONDOMS
Date of First Appearance: May 4 2009 12:00AM
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Creative Director: Wonme Hwang (Cheil Worldwide Inc.)
Creative Director: Jooyeon Shin (Cheil Worldwide Inc.)
Art Director: Seokjin Shin (Cheil Worldwide Inc.)
Media placement: promotional kit - condom packs - 4 May 2009

Describe the brief/objective of the direct campaign.
Makes you Hot! (promotional kit1-condom packs)

Explain why the creative execution was relevant to the product or service.
Promotional condom packs. When would a man need to look sexiest? Wouldn't that be when he reaches for a condom? Open the cover and you see a bitter, bald man. Close it, and he becomes sexy with a Hi-MO wig. The viewer will instinctively see that Hi-MO can give the same man a sexy upgrade.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
One of the most frequent things you hear a bald man saying is this: "If only I weren't bald, I'd be way sexier." So let's imprint in their hearts that with Hi-MO wigs, they can be chic again!

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.
There was a 20% increase in visitors over the course of the promotion, and a whopping 40% increase in telephone inquiries. These numbers let us conclude that it was a highly successful promotion.