BUSINESS CARDS – DOWNSIZED FOR RECESSION by Memac Ogilvy & Mather Dubai for MEMAC OGILVY

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BUSINESS CARDS – DOWNSIZED FOR RECESSION

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Executive Creative Director Till Hohmann
Creative Director Guy Sinclair
Copywriter James Bisset
Released April 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: MEMAC OGILVY
Product/Service: ADVERTISING AGENCY
Agency: MEMAC OGILVY & MATHER
Date of First Appearance: Apr 6 2009 12:00AM
Entrant Company: MEMAC OGILVY & MATHER, Dubai, UNITED ARAB EMIRATES
Executive Creative Director: Till Hohmann (Memac Ogilvy & Mather Dubai)
Art Director/Designer: Leonardo Borges (Memac Ogilvy & Mather Dubai)
Creative Director: Guy Sinclair (Memac Ogilvy & Mather Dubai)
Copywriter: James Bisset (Ogilvy One)
Regional Managing Director Gcc: Ronald Howes (Memac Ogilvy & Mather Dubai)
Media placement: Business Card - Business Card, Distribution Direct & Via Mailing - 6 April 2009

Describe the brief/objective of the direct campaign.
Marketing budgets are often cut during recessions, so we needed to speak candidly to our current and prospective clients about their situation. We wanted to communicate simply, cheaply, and effectively that we understand their needs and can help their business now, perhaps more than ever. This was an opportunity to showcase the profound effect of a big idea.

Explain why the creative execution was relevant to the product or service.
The striking business cards were an arresting design on an established medium. Creative Directors, Business Directors, Account Directors, Account Managers and others received Recession Business Cards. By speaking directly and exclusively to our desired audience of business leaders and decision makers, we created the most direct campaign possible. The cards - constantly pried from our hands - had to be printed again and again, proving that a big creative idea doesn’t need to break the bank to be effective. By the year-end many thousands of undersized Business Cards had been handed out directly to their precise target audience all over the Middle East.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created undersized business cards for all our senior staff to drive potential clients to ogilvyonrecession.com; a website Ogilvy created offering smart strategies to deal with the economic downturn. A number of different designs on the back of the card highlighted our ability to deal with the recession creatively and effectively.

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.
This was the first recession-themed idea covered by both Campaign and Media Week magazines. We’re unable to quantify the positive word-of-mouth along with other results, but in 2009, during a colossal recession, the office was invited to pitch on 40 accounts – more than in any other calendar year. It also saw approximately 600,000 impressions both on line and in the printed media, equal to an ad value of $12,000. The Recession Business Cards didn’t cost anything (in fact it saved money by printing smaller cards). Considering the number of pitches, the frequent conversation starters, the ad value of positive PR and the increase in traffic to Ogilvyonrecession.com - the ROI was, quite literally, infinite.