An Post DM MADMANKINI by DIALOGUE MARKETING COMMUNICATIONS

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MADMANKINI

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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market Ireland
Agency DIALOGUE MARKETING COMMUNICATIONS
Creative Director Des Columb, Gerard Nolan
Art Director Darragh Mccann
Photographer Kieran Harnett
Released November 2010

Awards

Caples Awards 2011
Direct Mail & Print Direct mail dimensional, over $5 Bronze

Credits & Description

Category: Dimensional Mailing
Advertiser: AN POST
Product/Service: IRISH POSTAL SERVICE
Agency: DIALOGUE MARKETING COMMUNICATIONS
Date of First Appearance: Nov 1 2010
Entrant Company: DIALOGUE MARKETING COMMUNICATIONS, Dublin, IRELAND
Entry URL: http://www.madmankini.com
Creative Director: Des Columb (Dialogue)
Creative Director: Gerard Nolan (Dialogue)
Senior Art Director: Paul Gibson (Dialogue)
Account Director: Gary McLoughlin (Dialogue)
Production Manager: Christine Kennard (Dialogue)
Art Director: Darragh McCann (McCann Communications)
Head of Direct Mail: Amie Peters (An Post)
Photographer: Kieran Harnett (Harnett Photography)
Media placement: Direct Mail - N/A - 1 November 2010
Media placement: Follow Up Mail - N/A - 14 November 2010
Describe the brief/objective of the direct campaign.
Irish marketers have fallen in love with the internet. As a result, An Post - the Irish Post Office - wanted to find a way to remind them of direct mail's unique ability to communicate a message.
The strategy was a simple one: prove the power of direct mail by creating an impactful experience that they (probably!) would never have had before. Then show how this experience could also be delivered online.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To prove that no media has as much impact as Direct Mail, we mailed a large envelope to over 1400 agencies and marketers.
Inside, the line ‘Online is arresting…’ was featured on the front of a large folded card. Opening this, the sentence was completed with ‘…but reality could get you arrested’ was tattooed on the chest of a guy wearing a real mankini.
A letter invited recipients to win an iPad by uploading a shot of themselves wearing the mankini. (Check them out at www.madmankini.com !) We hoped that at least 10% of recipients would vote for their favourite mankini-wearer….
Explain why the creative execution was relevant to the product or service.
The campaign proved how well Direct Mail can deliver an involving, engaging experience. Sure, we could have created a multi-gigabyte, hi-definition, interactive, online experience. But this wouldn’t ever have been as arresting as a piece of stretchy cloth.
The best ideas are the simplest. With this campaign, we (literally) stripped the message down to its most basic elements – and created far more impact as a result.
Was it appropriate to the brand? Although An Post has a long history, this campaign showed how much it’s in tune with today’s marketing world by combining contemporary online and offline techniques effectively.
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.
The initial target was to have 10% of recipients visit the madmankini.com website. However, the actual result was over 54% - 447% ahead of target.
In relation to An Post's key business target of increasing the usage of direct mail, studies undertaken pre- and post-campaign by market research firm Amarach revealed:
· Top brands usage of direct mail grew from 11% to 20%
· Top brands who are current users grew from 44% to 45%
· Top brands who are very likely to use direct mail for future needs grew from 39% to 45%