LET'S EAT GRANDPA by Hello World for Let's Eat Grandpa

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LET'S EAT GRANDPA

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Industry Advertising agencies, Business equipment & services, Corporate Image
Media Direct marketing
Market South Africa
Agency Hello World
Executive Creative Director Theo Ferreira
Creative Director Rory Macrobert
Art Director Kerryn - Lee Maggs, Gareth O'callaghan
Copywriter Stuart Sims
Released May 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: LET'S EAT GRANDPA
Product/Service: INSIGHTS AGENCY
Agency: HELLO WORLD
Date of First Appearance: May 20 2010
Entrant Company: HELLO WORLD, Johannesburg, SOUTH AFRICA
Entry URL: http://letseatgrandpabooks.tumblr.com
Creative Director: Rory MacRobert (Hello World)
Art Director: Kerryn-Lee Maggs (Hello World)
Art Director: Gareth O'Callaghan (Hello World)
Copywriter: Stuart Sims (Hello World)
Executive Creative Director: Theo Ferreira (Hello World)
Production Manager: Lara Bailey (Hello World)
Lets Eat Grandpa: Hayley Lamberti (Let's Eat Grandpa)
Media placement: Book Invite - Direct To Recipient - 20 May 2010

Describe the brief/objective of the direct campaign.
As this invite was created for the launch of Lets Eat Grandpa Insights Agency, the target audience was potential future clients. Only 120 select invitees were chosen so we needed something that would guarantee a high RSVP and attendance rate.

Our strategy for this would be to creatively educate the market about Lets Eat Grandpa's most unique business strength - interpretation.

We planned to show just how even three words (Lets Eat Grandpa) could even be interpreted numerous times, reinforcing the reason why it's best to hire an insights agency that knows how to interpret correctly

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
If you add slight changes to the punctuation of the name Lets Eat Grandpa, you end up with numerous different interpretations. So we approached 7 writer/illustrator teams to each create a kiddy-adult story inspired by one the seven respective agency names. The result? Seven totally different stories that sound the same but aren't.

This collection of stories became the invite to the event. However, we only sent one book to each invitee. If they wanted to see how three words could be interpreted in 6 other ways they needed to attend the launch and complete their collection

Explain why the creative execution was relevant to the product or service.
The strength of the creativity of the idea lies in the clever usage of the very name of the agency to highlight the exact reason for their existence - interpretation.

The books not only provided an engaging and enjoyable platform to entice the potential clients, but also showed them just how much difference misinterpretation can make.

And by sending them a single book and asking them to come to collect the others to complete their collection created a great incentive to attend the launch

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.
From the 120 invites we sent out we had a 70% RSVP and attendance rate. New business was procured from numerous clients at (and after) the launch ensuring the start of the new insights agency was a prosperous one