Lowe Adventa DM DELIVERING THE GREAT STORY by Lowe Adventa Moscow

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DELIVERING THE GREAT STORY

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Russia
Agency Lowe Adventa Moscow
Creative Director Mikhail Panteleev
Art Director Ivan Lougovoy
Copywriter Mikhail Panteleev
Illustrator Ivan Lougovoy
Released March 2012

Credits & Description

Category: Corporate Image & Information
Advertiser: LOWE ADVENTA
Product/Service: SELF PROMOTION
Agency: LOWE ADVENTA
Creative Director: Mikhail Panteleev (Lowe Adventa)
Art Director: Ivan Lougovoy (Lowe Adventa)
Copywriter: Mikhail Panteleev (Lowe Adventa)
Illustrator: Ivan Lougovoy (Lowe Adventa)
Digital Specialist: Albert Patrashku (Lowe Adventa)
Digital Specialist: Vsevolod Navashin (Lowe Adventa)
Production Manager: Margo Kalyuzhnaya (Lowe Adventa)
Media placement: Storyboard As A Postcard - None - March, 8 2012
Media placement: A Facebook Profile - Internet - March, 8 2012

Describe the brief/objective of the direct campaign.
We wanted to find a creative way to congratulate our female clients on International Women's Day.
As a creative agency, we believe that that even the simplest things can be very special, when there is a great story behind them. Our task was to remind our clients that we are professionals in delivering great stories. So, we did that on International Women’s Day, one of the most popular holidays in Russia. On this date, every woman is usually greeted and receives a traditional but often boring gift.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to deliver the great story as a gift…literally. Instead of common greetings we sent a gift-box with the exciting story of how that gift got there. It was taken by 1 of women’s favourite characters: a secret agent.
On an agency storyboard, they could see everything our hero went through to make sure that gift would reach its destination. The hero had the name of the agency. His name was Lowe, agent Lowe.
To estimate the feedback from clients and to make our hero as real as possible, we created his profile on Facebook, so our clients had chance to interact with mysterious agent and even flirt a little.

Explain why the creative execution was relevant to the product or service.
We wanted to once again prove ourselves to be professionals in delivering great stories and there was nothing better than actually delivering such great story to every female client on International Women's Day.

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 story of Lowe, agent Lowe, got great response among women’s audience (82% of all recipients). The activity on Agent’s Facebook profile was very high. We got many thanks from our clients, who mentioned that it was the most special and creative greeting on Women’s Day.