DIGITAL CIRCULAR by Y&R New York for Office Depot

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DIGITAL CIRCULAR

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Industry Stationery, Business equipment & services, Corporate Image
Media Direct marketing
Market United States
Agency Y&R New York
Director Ryan Ebner
Executive Creative Director Ecd- Gerry Graf Gcd- Scott Vitrone, Ian Riechenthal
Creative Director Dan Morales
Art Director Roy Torres
Copywriter James Maravetz, Anthony Falvo
Producer Jessica Dierauer
Editor Mike Colao
Released June 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: OFFICE DEPOT
Product/Service: OFFICE SUPPLIES
Agency: Y&R
Date of First Appearance: Jun 29 2009 12:00AM
Entrant Company: Y&R, New York, USA
Entry URL: http://www.officedepot.com
Executive Creative Director: Ian Riechenthal (Y&R New York)
Executive Creative Director: Scott Vitrone (Y&R New York)
Creative Director: Dan Morales (Y&R New York)
Associate Creative Director/Art: Neil Heymann (Y&R New York)
Copywriter: Anthony Falvo (Y&R New York)
Copywriter: James Maravetz (Y&R New York)
Art Director: Roy Torres (Y&R New York)
Producer: Jessica Dierauer (Y&R New York)
Account Management: John Morris (Y&R New York)
Account Management: Patricia Woodward (Y&R New York)
Director: Ryan Ebner (HSI)
Editor: Mike Colao (Cosmo Street Editorial)
Executive Producer: Aaron Langley (Cosmo Street Editorial)
Media placement: Webisode -Worklife Rewards - Office Depot Hub Site - 29 June 2009
Media placement: Webisode-Low Price Limbo - Office Depot Hub Site - 13, July 2009
Media placement: Webisode - They Must Be Robots - Office Depot Hub Site - 27, July 2009
Media placement: Webisode - Necessiteens - Office Depot Hub Site - 10, August 2009
Media placement: Webisode - Starburst Crazy - Office Depot Hub Site - 31, August 2009
Media placement: Webisdoe - Mr. Perfect - Office Depot Hub Site - 14, September 2009
Media placement: Webisode - Questions About Ink - Office Depot Hub Site - 28, September 2009
Media placement: Promo Videos - 3 Spots - NBC, Hulu, YuMe - 1, July 2009

Describe the brief/objective of the direct campaign.
During recent tough economic times, Office Depot wanted to aid both new and existing small business owners by letting them know they weren’t all alone out there. But that they could help ease the blow the recession was taking on everyone.

Explain why the creative execution was relevant to the product or service.
Without relying on typical means to get Office Depot’s name back on top of consumer’s minds, Smart Specials with Matt and Matt was able to show that Office Depot has real ways to help small business owners get through the tough times in a fresh way that got real results.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Office Depot spends $100 million a year on Sunday Circulars. Recognising that newspapers are becoming less popular, we reinvented their circular for the digital age and created Smart Specials with Matt and Matt. A weekly Internet show that brought the Sunday Circular to life.

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 'Weekly Smart Specials with Matt & Matt' were successful in bringing to life the Office Depot Sunday circular in an informative and entertaining online show to reach our target of small business owners. To help generate product sales, each weekly webisode featured new products that were uniquely targeted to small businesses. Overall, there was a 70% increase in interest of the latest webisode compared to past webisodes, leading to a greater interest in the webisodes week over week.