BUSINESS CARDS by Leo Burnett Brussels for OLIVIER LAURENT

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BUSINESS CARDS

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Industry TV Channels/Radio Stations and Programmes, Business equipment & services, Corporate Image
Media Direct marketing
Market Belgium
Agency Leo Burnett Brussels
Creative Director Jean-Paul Lefebvre
Art Director Isabelle Hubinon
Copywriter Sophie Colens
Released April 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: OLIVIER LAURENT
Product/Service: IMPRESSIONIST - TV SHOW
Agency: LEO BURNETT BRUSSELS
Date of First Appearance: Apr 20 2010 12:00AM
Entrant Company: LEO BURNETT BRUSSELS, BELGIUM
Copywriter: Sophie Colens (Leo Burnett)
Art Director: Isabelle Hubinon (Leo Burnett)
Creative Director: Jean-Paul Lefebvre (Leo Burnett)
Head of Art: Benoit Germeau (Leo Burnett)
Chief Executive Officer: Olivier Laurent (Olivier Laurent)
Media placement: Business Cards - Business Cards - 20/04/10

Describe the brief/objective of the direct campaign.
Olivier Laurent is the rocketing imitator in Belgium and France. His receipe for success ? He doesn't only imitate celebrities, he really impersonates them. After his show, he needed a smart way though to seduce potential event managers and increase awareness around his acts & performances.

Explain why the creative execution was relevant to the product or service.
Oliver Laurent hands out various business cards of celebrities, all different but all with the same telephone number : his.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
That's why we came up with business cards. Not those of Olivier Laurent, because on stage he's not Olivier. He is Barack Obama, Mick Jagger, Sarkozy... So we created the business cards of Barack Obama, Mick Jagger, Sarkozy…

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.
And it worked. The number of confirmed shows increased from 94 last year up til 152 shows this year.