THE TOUGH ENVELOPE by Y&R Dubai for Home & Beyond

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THE TOUGH ENVELOPE

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Industry Household maintenance & pet products, Alarms
Media Direct marketing
Market United Arab Emirates
Agency Y&R Dubai
Creative Director Shahir Zag
Art Director Joseph Francis Bihag
Copywriter Ash Chagla
Designer Jovian Alvares
Released August 2010

Credits & Description

Category: Flat Mailing
Advertiser: HOME & BEYOND
Product/Service: HOME SECURITY FIRM
Agency: Y&R DUBAI
Date of First Appearance: Aug 12 2010
Entrant Company: Y&R DUBAI, UNITED ARAB EMIRATES
Chief Creative Officer: Shahir Zag (Y&R Dubai)
Creative Director: Shahir Zag (Y&R Dubai)
Creative Director: Joseph Bihag (Y&R Dubai)
Art Director: Joseph Bihag (Y&R Dubai)
Designer: Jovian Alvares (Y&R Dubai)
Copywriter: Ash Chagla (Y&R Dubai)
Managing Director: Abdurrab Salameen (Home & Beyond)
Media placement: Direct Mail - Mailing To Household Goods Retailers - 12 August 2010

Describe the brief/objective of the direct campaign.
As the UAE's population mushroomed over the last decade, the need for home security systems and solutions has become greater. Home & Beyond, a new player in the market, wanted to communicate directly with the major household goods and appliances retailers in the UAE and get them to stock Home & Beyond's range of products in their stores.

Our strategy was to send out cost-effective solicitation mailers to the procurement managers of retail stores and get them to request a product demo.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Procurement Managers get hundreds of solicitation packs every day. To break through we needed something simple, but clever; that would illustrate the quality of Home & Beyond's products and get them invited for a demo.

We created a mailer from very thin Micron sheets. This made it extremely difficult to get into, because while it looked exactly like a paper envelope, it was almost impossible to tear. In most cases, people had to cut the envelope to get to the message inside, and by then, we had made our point about the effectiveness of Home & Beyond's security solutions.

Explain why the creative execution was relevant to the product or service.
Big retail chains are very particular about the brands they stock and associate with. We felt the Tough Envelope demonstrated how serious Home & Beyond are about their products and solutions. If the mailer was tough to get into, their home security systems would be even tougher. This gave them the credibility they needed to get a foot in the door.

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.
Mailers were sent out to all the leading household goods retailers in the UAE, and 24% of them responded with a request for a demonstration. Today two of the largest retailers in the UAE stock Home & Beyond's range of home security products. They are - Ace Hardware and Sharaf DG.