MATRYOSHKA by Leo Burnett Dubai for National Geographic

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MATRYOSHKA

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market United Arab Emirates
Agency Leo Burnett Dubai
Regional Executive Creative Director Malek Ghorayeb
Released August 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: NATIONAL GEOGRAPHIC
Product/Service: WILD RUSSIA TV CHANNEL
Agency: LEO BURNETT DUBAI
Date of First Appearance: Aug 2 2010
Entrant Company: LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Regional Executive Creative Director: Malek Ghorayeb (Leo Burnett)
Senior Art Director: Rafael Augusto (Leo Burnett)
Senior Copywriter: Sunny Deo (Leo Burnett)
Interactive Art Director: Marcus Silva (Leo Burnett)
Communications Manager: Lara ElBarkouki (Leo Burnett)
Regional Communications Director: Nicolas Roux (Leo Burnett)
Media placement: DM / Give Away - Mail - August 2010
Media placement: Print - Magazines - August 2010
Media placement: Posters - TV Retail Shops - August 2010
Media placement: Banners - Gulf News Site + Others - August 2010

Describe the brief/objective of the direct campaign.
Produce a DM piece for our media partners promoting 'Wild Russia' on National Geographic
Abu Dhabi.
The Challenge
Create awareness for the programme that will help generate sales and advertising.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Idea
We took the concept of the Matryoshka Dolls, symbolic with Russia, and brought it to life under the title 'Get Inside Wild Russia' to showcase the variety of wildlife across four documented regions.
From a creative standpoint, the link between Russia and its different food chains is both fresh and original, which is why they merge perfectly with the concept of the Matryoshka Dolls.
The concept also delivers on the brand's ethos of education and engagement, with receivers of the DM discovering information about the programme in an intriguing and interactive manner.

Explain why the creative execution was relevant to the product or service.
The strength of the DM plus the campaign is for the media partner to experience the variety of the food chain in the wild life of Russia through the concept of the Matryoshka dolls.

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.
Were not communicated by the client