SHEETLESS CLIPBOARD by Creative Cut for Johnson Controls

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SHEETLESS CLIPBOARD

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Industry Retail, Distribution & Rental companies, Business equipment & services
Media Direct marketing
Market Saudi Arabia
Agency Creative Cut
Creative Director Hesham Samir
Released February 2010

Credits & Description

Category: Business Products & Services
Advertiser: JOHNSON CONTROLS
Product/Service: ECO FRIENDLY CLIPBOARD
Agency: CREATIVE CUT
Date of First Appearance: Feb 6 2010 12:00AM
Entrant Company: CREATIVE CUT, Jeddah, SAUDI ARABIA
Creative Director: Hesham Samir (Creative Cut)
Group Account Director: Amr Khadr (Creative Cut)
Creative Copywriter: Hashem Al-Maghrabi (Creative Cut)
Production Manager: Khaled Taha (Creative Cut)
Graphic Designer: Faisal Nisar (Creative Cut)
Coordinator: Abdulmohsen Aljerby (Creative Cut)
Media placement: Direct Marketing - Internal - 06.2.2010

Describe the brief/objective of the direct campaign.
To reduce paper sheets that are extensively used by the site engineers, service technicians and technical staff in the manufacturing industry, and raise awareness of the importance of environmentally friendly practices.

Explain why the creative execution was relevant to the product or service.
Johnson Controls conducts business in ways that respect the environment. They help their customers achieve energy savings through technology and services that consume less energy, cause less pollution and use resources efficiently. Not only do they help their customers become more sustainable, they also "walk the talk"

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A survey was conducted in order to get insights on how technical staff perform their daily tasks whilst sometimes working in harsh conditions. Some areas where there is a lot of paper waste were identified. From the insights, the concept of the new tool was born. The Sheetless Clipboard, which consists of a rewritable surface with a whiteboard-like coating that will allow engineers and technicians to write, erase and rewrite as often as they like, under any condition and within any environment.

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 an initial trial, the company provided the clipboard to around 200 of its technical staff. Shortly after the tool was introduced and adopted by the staff, it was discovered that this solution saved around 2,000 paper sheets daily (60,000 monthly) which represents around 30% of the paper consumption. Al Salem Johnson Controls is aiming to adopt it on a larger scale within the company and its partners.