Usg people DM THE CRYING INVOICE by Duval Guillaume Modem Antwerp

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Industry Business equipment & services
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Geoffrey Hantson, Lansen Walraet
Art Director Jeroen Govaert, Koenraad Lefever
Copywriter Dries De Wilde
Released October 2010

Credits & Description

Category: Product Launches
Advertiser: USG PEOPLE
Date of First Appearance: Nov 1 2010
Creative Director: Geoffrey Hantson/Lansen Walraet (Duval Guillaume)
Art Director: Koenraad Lefever (Duval Guillaume)
Copywriter: Dries De Wilde (Duval Guillaume)
Art Director: Jeroen Govaert (Duval Guillaume)
Media placement: Press release - press - 1 october 2010

Describe the brief/objective of the direct campaign.
USG People is one of the world’s biggest outsourcing companies, and in Belgium they’ve recently launched the website. A new portal for freelancers in search of new projects. Our mission was to build awareness among freelancers and get 5.000 of them to sign up on the website.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We learned that one of a freelancer’s biggest headaches is getting their money on time. Which they usually don’t because in Belgium 1 in 3 invoices are paid late. Our idea: the crying invoice. A specially designed chip that freelancers can stick to their reminders invoice and that reacts to light. 20 seconds after the finance department opens the envelope, their reminder invoice will start to cry. Dramatically. Every freelancer who signed up to the website received a package with sticking crying chips. The crying invoice was released with nothing more than a press release.

Explain why the creative execution was relevant to the product or service.
By simply sticking the crying chip to their reminder invoices, any freelancer can remind a finance department that they’re late with their payment. With a little smile. The way freelancers could get those crying chips for free was signing up to the new portal website.

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.
With nothing more than a press release the crying invoice got press coverage in all major newspaper and tv stations, massive attention in blogosphere, and most important: the objective of 5.000 freelancers signing up to the website was achieved in just 2 days.