EDIBLE LETTER by Tbwa\santiago Mangada Puno for Team Manila

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EDIBLE LETTER

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Industry Shows, Events & Festivals
Media Direct marketing
Market Philippines
Agency Tbwa\santiago Mangada Puno
Art Director John Ed De Vera
Released August 2010

Credits & Description

Category: Flat Mailing
Advertiser: TEAM MANILA
Product/Service: MANILA DESIGN WEEK
Agency: TBWA\SANTIAGO MANGADA PUNO
Date of First Appearance: Aug 6 2010
Entrant Company: TBWA\SANTIAGO MANGADA PUNO, Makati City, THE PHILIPPINES
Executive Creative Director / Copywriter: Melvin Mangada (TBWA \ Santiago Mangada Puno)
Creative Director / Art Director: Jake Tesoro (TBWA \ Santiago Mangada Puno)
Creative Director / Copywriter: Bryan Siy (TBWA \ Santiago Mangada Puno)
Art Director: John Ed De Vera (TBWA \ Santiago Mangada Puno)
Account Director: Kathy Cosico (TBWA \ Santiago Mangada Puno)
Account Manager: Antonio Dimaguila (TBWA \ Santiago Mangada Puno)
Print Producer: May Dalisay (TBWA \ Santiago Mangada Puno)
Final Artist: Angelito Tan (TBWA \ Santiago Mangada Puno)
Media placement: Letter Invite - Distributed to small businesses - August 6, 2010

Describe the brief/objective of the direct campaign.
Manila Design Week is a week-long festival that promotes design in our everyday lives. It has brought in design icons like Tara McPherson, Tokidoki and Stefan Saigmeister.

Design is relevant in our everyday lives. In fact, we consume it every day.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Manila Design Week needed to widen its audience beyond the design community and reach out to CEOs of top companies who can move good design to the forefront.

Explain why the creative execution was relevant to the product or service.
To dramatize the proposition, mailers were made of fondant
and edible ink was used to print the message.
An invite good enough to eat.

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.
Majority of those who received the letter came to the event. The total number of attendees for Manila Design Week even doubled to 4,000 compared to the year before.