RETURN TO SENDER by Immersion Creative for IMMERSION CREATIVE

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RETURN TO SENDER

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Industry Advertising & Communication
Media Direct marketing
Market Canada
Agency Immersion Creative
Art Director Lucas Gaudette
Copywriter Mike Catherall
Released September 2009

Credits & Description

Category: Flat Mailing
Advertiser: IMMERSION CREATIVE
Product/Service: ONLINE ADVERTISING COMPANY
Agency: IMMERSION CREATIVE
Date of First Appearance: Sep 10 2009 12:00AM
Entrant Company: IMMERSION CREATIVE, Vancouver, CANADA
Entry URL: http://www.immersioncreative.com
Creative Director: Mike Catherall (Immersion Creative)
Art Director: Lucas Gaudette (Immersion Creative)
Copywriter: Mike Catherall (Immersion Creative)
Typography: Seann Einerssen (Immersion Creative)
Photography: Maria Hruschak (Immersion Creative)
Media placement: Direct Mail - Post - September 10, 2009

Describe the brief/objective of the direct campaign.
The campaign was directed towards new customers. We targeted businesses with little or no online presence that bought full-colour, two-page spreads in the Yellow Pages (Canpages) for upwards of $80,000/year. Our intent was to get these companies to shift their media buy from the Yellow Pages to the Search Engine Optimisation services available through Immersion Creative.

Explain why the creative execution was relevant to the product or service.
Seeing an envelope made from their own ad inspired the target to open it. Finding their non-existent ranking on Google encouraged them to take action

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our method was to take the very ad they use in the Yellow Pages, turn it into an envelope, and mail it back to them, along with a screen capture of their non-existent Google placement, and an offer to get them to the top of the online search engines - for half the price.

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.
In follow-up phone calls, we confirmed that 100% of the envelopes had been opened. The targets themselves commended us on our ‘unique approach’ to winning their business. The overall campaign was very inexpensive, with each envelope costing less than $2.00 CAD to make. After sending out several dozen, we won two significant clients worth a combined total of $35,000 CAD, and forged meaningful business relationships with several others. The overall return on investment was in excess of 1000%.