MEDIA PLANNERS CAMPAIGN by Stephens Francis Whitson for Microsoft Advertising

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MEDIA PLANNERS CAMPAIGN

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market United Kingdom
Agency Stephens Francis Whitson
Art Director Brett Gascoigne
Copywriter Matt Price
Released July 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: MICROSOFT ADVERTISING
Product/Service: MEDIA
Agency: STEPHENS FRANCIS WHITSON
Date of First Appearance: Jul 1 2010
Entrant Company: STEPHENS FRANCIS WHITSON, London, UNITED KINGDOM
Creative Partner: Neil Francis (Stephens Francis Whitson)
Art Director: Brett Gascoigne (Stephens Francis Whitson)
Copywriter: Matt Price (Stephens Francis Whitson)
Client Services Director: Matt Conner (Stephens Francis Whitson)
Media placement: Direct Mail - Direct Mail - July 2010

Describe the brief/objective of the direct campaign.
To convince London’s media planners that by advertising on Microsoft’s MSN Cars website, they can reach more young males.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a real personalised car number plate for each recipient, with the number spelling out their name. On the reverse we attached a brochure bearing the headline, 'We've got a media opportunity with your name on it'.
It was designed in the graphic style of a men's magazine and included facts and figures about advertising on MSN cars, backed up by short case studies. Inside the brochure was an invitation to the website and to view a show reel.

Explain why the creative execution was relevant to the product or service.
Media planners are regularly bombarded with free gifts from media owners. So, as in so many B2B campaigns, we were dealing with busy people who wouldn’t be easily impressed.
Our strategy was to give them something they would want to keep and talk about in the office, so we developed a mail-based campaign that would maximise both in-tray impact and personal connection. And nothing says ‘young men’ and ‘cars’ like a personalised number plate.

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.
73% of recipients responded by visiting the website to view the show reel. Within one week, the campaign generated an ROI of over 14:1, with orders placed as a result of the communication totalling £75,000.
To top it all we even had the media planner’s peers feeling jealous that they hadn't received our direct mail piece with additional calls made to Microsoft from new contacts to ask if they could be included on future communications.