Men's Derma Spa DM RAZOR BLADE by OVA

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Industry Sports and Health Clubs, Gyms, Beauty Salons & Cosmetic Services
Media Direct marketing
Market Malaysia
Agency OVA
Creative Director Tey Chi Kiong
Designer Lim Seng Seong, Chew Wan Chein
Released May 2011

Credits & Description

Category: Flat Mailing
Advertiser: MEN'S DERMA SPA
Product/Service: MEN'S REFINERY
Agency: OVA
Creative Director: Tey Chi Kiong (Ova Tm/A Spiral Effect Brand)
Designer: Lim Seng Seong (Ova Tm/A Spiral Effect Brand)
Designer: Chew Wan Chein (Ova Tm/A Spiral Effect Brand)
Consultant Partner/Writer: Dharma Somasundram (Ova Tm/A Spiral Effect Brand)
Writer: Tan Po Wen (Ova Tm/A Spiral Effect Brand)
Writer: Quah Chia Seang (Ova Tm/A Spiral Effect Brand)
Production Manager: Sherizan Shahadan (Ova Tm/A Spiral Effect Brand)
Production Manager: Wilson Chia (Ova Tm/A Spiral Effect Brand)
Consultant: Archana Menon (Ova Tm/A Spiral Effect Brand)
Consultant: Alia Shafiza Siddiq Firdause (Ova Tm/A Spiral Effect Brand)
Media placement: Direct Mail - Mail Boxes - 21st May 2011

Describe the brief/objective of the direct campaign.
The brief/objective of the campaign was to introduce a newly opened men-only spa and fitness centre to the affluent male clientele. As spas are perceived to be closely associated with a female clientele, the challenge was to introduce the brand while maintaining a masculine appeal.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A direct mail inspired by the brand's positioning 'Refine Your Image' was sent to potential customers. To protect masculinity, the mail was designed and packaged to look like a real razor blade and were emblazoned with the words 'Stainless Image', suggesting that men can get a well-groomed image at the centre. The call-to-action was kept concise, in keeping with the brand's masculine appeal.

Explain why the creative execution was relevant to the product or service.
The creative execution was relevant to the product/service because when it comes to men's grooming, a razor blade is the first thing that comes to mind. And a giant razor blade is a simple yet impactful visual metaphor that clearly communicates the benefits of a men-only spa and fitness centre.

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 direct mail received very positive results. Visits and calls to the centre, website traffic, as well as Facebook page 'Likes' have all increased substantially. Membership has increased almost 20% since the direct mails were first sent out.