OPTICIAN KIT by Mrm Milan for Safilo

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OPTICIAN KIT

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Italy
Agency Mrm Milan
Art Director Riccardo Daverio
Copywriter Riccardo Froscianti
Released March 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: SAFILO
Product/Service: OPTICIAN TOOLS
Agency: MRM WORLDWIDE
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: MRM WORLDWIDE, Milan, ITALY
Executive Art Director: Alex Brunori (MRM Worldwide)
Art Director: Riccardo Daverio (MRM Worldwide)
Copywriter: Riccardo Froscianti (MRM Worldwide)
Senior Project Manager: Simona Citterio (MRM Worldwide)
Chief Operating Officer: Gianluca Ruggerio (MRM Worldwide)
Production Manager: Laura Corba Colombo (MRM Worldwide)
Media placement: DM - Direct Mailing - 15 - March 2010

Describe the brief/objective of the direct campaign.
The brief looked forward to inform the opticians about the features of the Optyl: a material with unique qualities: it is a lightweight, heat resistant, hypoallergenic, multicolour and with a special memory effect, if heated, it becomes very tensile. Once cooled down, the Optyl turns back to its initial shape. Opticians do not perceive significant differences between the Optyl and other materials. Hence, the campaign goal: to increase awarness and subsequent buy-in. The target: small and medium-sized optician shops who keep a direct relationship with their customers, have used the same materials for years, not considering to change their work processes.

Explain why the creative execution was relevant to the product or service.
Since the Optyl was invented in 1970, the idea was to mail a kit straight from the 70s. Content: the fake magazine 'It’s science!', a letter written by the made-up scientist Fridebald Schulz and a glass bottle trickily containing the Optyl as the result of an interesting experiment aimed at explaining the memory effect.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since the Optyl was invented in 1970, the idea was to mail a kit straight from the 70s. Content: the fake magazine 'It’s science!', a letter written by the made-up scientist Fridebald Schulz and a glass bottle trickily containing the Optyl as the result of an interesting experiment aimed at explaining the memory effect.

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.
Great results have been achieved in terms of awareness and buy-in. The kits have been displayed in many points of purchase. The mailing has also awakened interest and curiosity in the target audience.