Modern Alarm DM BREAK-IN by Ogilvy & Mather Budapest

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Industry Household maintenance & pet products, Alarms & Locks
Media Direct marketing
Market Hungary
Agency Ogilvy & Mather Budapest
Creative Director Will Rust Ogilvy
Art Director Zoltan Visy
Copywriter Karolina Galacz
Photographer David Lukacs
Released April 2011

Credits & Description

Category: Flat Mailing
Advertiser: MODERN ALARM
Date of First Appearance: Apr 6 2011
Entrant Company: OGILVY & MATHER HUNGARY, Budapest, HUNGARY
Creative Director: Will Rust (Ogilvy & Mather Hungary)
Copywriter: Karolina Galacz (Ogilvy & Mather Hungary)
Art Director: Zoltan Visy (Ogilvy & Mather Hungary)
Photographer: David Lukacs
Account Executive: Brigitta Hohm (Ogilvy & Mather Hungary)
Account Executive: Nora Lorincz (Ogilvy & Mather Hungary)
Media placement: Flat mailing/ Leaflet - Mailing - 6 April 2011

Describe the brief/objective of the direct campaign.
We were asked by our client to explain the cost efficiency of installing a home alarm system in an impacting way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The ads resembled a catalogue page from a furniture store, yet the wrecked room and price of the objects meant that the importance of a simple and cheap home security system was just as important as choosing the right couch. Despite most middle class Hungarian houses having home insurance, we wanted to prove that the reality of being broken into is an unpleasant experience which can be easily avoided.

Explain why the creative execution was relevant to the product or service.
We wanted to target people who were looking to buy furniture by placing the two double page spreads in a magazine about interior design.

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.
Visits to our client’s website increased by four times during the first week of airing with most visits arriving by the users typing the website directly into their browser, indicating that they had remembered the address directly from the print ad. The number of new contracts signed this year were higher than for the same period last year.