NEW YEARS FLYER by Uncle Grey Copenhagen for JEM & FIX

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NEW YEARS FLYER

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Industry Retail, Distribution & Rental companies
Media Direct marketing
Market Denmark
Agency Uncle Grey Copenhagen
Creative Director Michael Paterson, Jesper Joergen Hansen
Art Director Kenneth Graupner
Released December 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: JEM & FIX
Product/Service: DIY STORE
Agency: UNCLE GREY
Date of First Appearance: Dec 27 2010
Entrant Company: UNCLE GREY, Århus, DENMARK
Art Director: Kenneth Graupner (Uncle Grey)
Creative Director: Jesper Hansen (Uncle Grey)
Creative Director: Michael Paterson (Uncle Grey)
Account Manager: Jesper Kortegaard (Uncle Grey)
Managing Director: Mogens Kristensen (Uncle Grey)
Media placement: Ambient/Flyer Formed As A Rocket Placed On Car Antennas - Parking Lot Outside Jem&Fix DIY Store - 27 December 2010
Describe the brief/objective of the direct campaign.
We made direct contact on the parking lot of “jem & fix DIY store” the target audience consisted of both new-comers and returning costumers.
Most people just want to jump into their car and hurry home once they are done shopping. As the entire firework sales are outside the store, we needed something ambient to grab the attention of the customers just in time. The flyer-rocket is impossible to miss and you encounter it in the exact situation where we want you to focus on the product.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution is based on a simple idea, and the fun resemblance of car antennas and fireworks. The firework-shaped-flyer proves that it’s possible to create buzz, laughs and sales on a really simple idea – if only the idea is strong enough.
Explain why the creative execution was relevant to the product or service.
There is a unique resemblance between the flyer and the product it is designed to promote – making it a highly relevant creative execution. The flyer-rocket is impossible to miss and works as a disruptive media, grabbing your attention and kindly reminding you to go grab some fireworks from the parking lot outlet. The brand feel of “jem & fix DIY store” is humorous, unique in the category and mainly directed at a male audience. It is highly common in Denmark that buying firework is a father-and-son activity, making the rocket-flyer and the laughable manner, even more relevant.
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 ambient idea generated buzz amongst the target audience and featured in several blogs and news sites. The audience response rate and overall “talk ability” has encouraged “jem & fix DIY store” to go national next year, and support the firework TV-campaign with firework-shaped-flyers outside all of their stores.