Mother DM GIVING IS GLORIOUS by Mother London

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market United Kingdom
Agency Mother London
Creative Director Robert Saville, Mark Waites, Gustavo Sousa
Art Director Erik Nordenankar
Producer Daniel Chaput-De-Saintonge, Anthony Austin, Clare Wallis
Released December 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: MOTHER
Agency: MOTHER
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: MOTHER, London, UNITED KINGDOM
Entry URL:
Creative Director: Robert Saville (Mother)
Creative Director: Mark Waites (Mother)
Copy Writer: Daniel Mencak (Mother)
Copy Writer: Daniel Mencak (Mother)
Art Director: Erik Nordenankar (Mother)
Art Director: Erik Nordenankar (Mother)
Producer: Anthony Austin (Mother)
Producer: Daniel Chaput-De-Saintonge (Mother)
Producer: Clare Wallis (Mother)
Media placement: Email/Online Film - Online - 10-12-2009

Describe the brief/objective of the direct campaign.
Brief and target audience: To show existing and new clients, as well as creatives in the industry, that Mother London is one of the the leading creative agencies. Strategy: Millions of electronic Christmas greeting cards are sent around nowadays. It's considered by many as something that clutters your inbox rather than something to appreciate. We turned this on its head by creating one email that appears to be just another piece of junk mail but was in fact one of the most important emails that you received all year.

Explain why the creative execution was relevant to the product or service.
We gave a corporate Christmas gift/card in a unexpected way, the first honest spam, which strengthened the brand as a inventive creative leader. A gift that was entertaining for both existing and new clients as well as creatives in the industry.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to spend our whole budget on a christmas gift to one person. A spam e-mail offering $10 000 for the first one to reply, was sent out to hundreds of clients and partners. Only one guy replied and we gave him a visit. We filmed the experiment and sent another email to all the people who got the spam. We explained 'On the 10th of December we offered you $10 000, but you didn't reply'. Attached was the link to the film. Both our clients,as well as everybody else, could enjoy the film as it spread online.

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.
A quater of a million views on YouTube in a couple of days. 5th most viewed clip in the UK on YouTube (that month). It also reached a number three on the subjects 'most Twittered about' during the first days.