TRANSPARENT SHOES by Lowe Kuala Lumpur for Lowe

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TRANSPARENT SHOES

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Malaysia
Agency Lowe Kuala Lumpur
Executive Creative Director Ng Heok Seong
Photographer Boon Fai
Released December 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: LOWE MALAYSIA
Product/Service: ADVERTISING AGENCY
Agency: LOWE & PARTNERS
Date of First Appearance: Dec 13 2010
Entrant Company: LOWE & PARTNERS, Petaling Jaya, MALAYSIA
Executive Creative Director: Ng Heok Seong (Lowe & Partners)
Senior Art Director: Lee Foong Peng (Lowe & Partners)
Senior Art Director: Kevin Sim (Lowe & Partners)
Senior Copywriter: Baldish Kaur (Lowe & Partners)
Production Manager: Eddie Lee (Lowe & Partners)
Photographer: Fai (Sunday Studio)
Media placement: Direct Mail Campaign - 3 DMs - 30 Prospective Clients' Offices - 13 December 2010

Describe the brief/objective of the direct campaign.
The Agency wanted to send prospective clients something unique to mark our 50th Anniversary. Not a card, nor an invite to a celebration, but something that demonstrated what we stood for. The challenge was: how to do this in an interesting manner?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to send them a pair of transparent shoes! And a different pair of socks, every day for 3 days, with the instruction to put on the socks and step into the shoe. The idea being for them to physically see that “Every day brings with it fresh perspectives”, something we do in our business every day for all our brands. And on this 50th anniversary of the agency, we thought we’d let them step into our shoes.

Explain why the creative execution was relevant to the product or service.
The idea was a fresh way of making prospective clients see what we stood for. By giving them instructions to put on the different socks and step into the transparent shoe, we literally got them to step into our shoes. And see for themselves what we do every day for the brands we work on.

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.
We sent this 3-day package out to 30 prospective clients. It got very positive feedback and opened the doors for us to take the conversation further with 11 prospects (so far).