A ROLL OF FILM FULL OF IMAGO DEVELOPERS by TBWA\ Helsinki for OTAVAMEDIA

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A ROLL OF FILM FULL OF IMAGO DEVELOPERS

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Industry Magazines
Media Direct marketing
Market Finland
Agency TBWA\ Helsinki
Creative Director Erkko Mannila
Art Director Vesa Kuula
Copywriter Antti Heimo
Released January 2011

Credits & Description

Category: Flat Mailing
Advertiser: OTAVAMEDIA
Product/Service: MAGAZINE
Agency: TBWA\PHS
Date of First Appearance: Jan 10 2011
Entrant Company: TBWA\PHS, Helsinki, FINLAND
Copywriter: Antti Heimo (TBWA PHS)
Art Director: Vesa Kuula (TBWA PHS)
Creative Director: Erkko Mannila (TBWA PHS)
Account Director: Eija Anteroinen (TBWA PHS)
Project Manager: Hilkka Matilainen (TBWA PHS)
Media placement: Direct Mail - Postal Direct Mail - 15.1.2011

Describe the brief/objective of the direct campaign.
The magazine publisher Otavamedia was looking for a B2B campaign directed at advertisers in order to boost the media sales for Suomen Kuvalehti, a Finnish equivalent to The Time Magazine.
Suomen Kuvalehti is one of the leading weekly magazines in Finland. However, the perception of the magazine as an advertising medium was distorted. Otavamedia wanted to remind the target audience that the readers of Suomen Kuvalehti were not like the magazine, somewhat austere and conservative, but were instead active consumers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By sending a genuine photo lab envelope to approximately 2,000 advertisers – as if it was sent to their address by accident – we didn’t make the target group read an advertisement, but rather to seek out the message by snooping through the pictures.

The envelope contained photos of an affluent family and looked like they came from a genuine roll of film. More perceptive recipients were quick to notice that all photos featured Suomen Kuvalehti either in printed or digital form. In the reorder form we provided more details and directed the recipients to contact Media Sales to reach these lucrative readers.

Explain why the creative execution was relevant to the product or service.
The decision to buy advertising space is all too often based on the magazine's imago or price, even though it should be based on the target group one can reach. We didn’t join the price competition but demonstrated that Suomen Kuvalehti reaches an audience of affluent consumers.

The B2B audience is also constantly bombarded with offers, most of which end up unread in the wastepaper basket. We needed a relatively affordable way to stand out.

A traditional photo lab envelope stood out and was even considered nostalgic. It thus served as a bridge when a traditional magazine shared information about its modern readership.

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 solution drew a lot of attention and attracted new advertisers. Some quotations from the target audience:
“What a refreshing direct mailing for a change. I never open direct mailings but today’s mail brought back memories and truly delighted me.”
“It’s a good idea to use photos to demonstrate the fact that there is a specific target audience for each advertiser.”
“An innovative campaign. Even though one would not consciously notice Suomen Kuvalehti in the photos, the message comes through subliminally.”
“We discussed the mailing positively over coffee.”
“I was wondering why someone’s photos had been sent to a wrong person. Then I realised what it really was.”