JOHN WEST CANNES by Cheetham Bell J. Walter Thompson UK for Jwt Cheethambell

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JOHN WEST CANNES

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market United Kingdom
Agency Cheetham Bell J. Walter Thompson UK
Art Director Martin Smith
Copywriter Andy Huntingdon
Released August 2009

Credits & Description

Category: Flat Mailing
Advertiser: CHEETHAMBELLJWT
Product/Service: ADVERTISING AGENCIES
Agency: JWT CHEETHAMBELL
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: JWT CHEETHAMBELL, Manchester, UNITED KINGDOM
Copywriter: Andy Huntingdon (CheethambellJWT)
Art Director: Martin Smith (CheethambellJWT)
Photography: Laurence Hudghton (Laurence Hudghton photography)
Media placement: Direct Mail - New Business Direct Mail - 1st August 2009

Describe the brief/objective of the direct campaign.
Following our success in last year’s Cannes Lions, we wanted to developed a simple low-budget self-promotion mailer to encourage prospective clients to view our winning John West ‘Row’ commercial along with the rest of our showreel.

Explain why the creative execution was relevant to the product or service.
John West is a great brand with a history of great work. Our prospective clients know this and would be naturally intrigued to see the winning commercial for themselves. Once on our website they were encouraged to view the rest of our showreel.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We adapted the iconic John West can to highlight our silver win in the Best film category and mailed it to 500 potential new clients.

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.
A continued range of new business opportunities coming our way and a great response from potential clients.