MILLS&BOON LOVE TRANSLATOR by GPY&R Sydney for PELIKAN ARTLINE

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MILLS&BOON LOVE TRANSLATOR

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Industry Stationery
Media Direct marketing
Market Australia
Agency GPY&R Sydney
Executive Creative Director Julian Watt
Creative Director David Joubert
Copywriter Bart Pawlak
Designer Lisa-Anne Chong
Strategic Planner Michaela Brown
Released February 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: PELIKAN ARTLINE
Product/Service: PENS
Agency: GEORGE PATTERSON Y&R
Date of First Appearance: Feb 14 2011
Entrant Company: GEORGE PATTERSON Y&R, Sydney, AUSTRALIA
Entry URL: www.turnstupidintocupid.com
Executive Creative Director: Julian Watt (George Patterson Y&R)
Creative Director: David Joubert (George Patterson Y&R)
Copywriter: Bart Pawlak (George Patterson Y&R)
Digital Art Director: David Jackson (George Patterson Y&R)
Designer: Lisa-Anne Chong (George Patterson Y&R)
Group Account Director: Jenny Willits (George Patterson Y&R)
Production Manager: Matthew Comensoli (George Patterson Y&R)
Account Manager: Cormac Stanford (George Patterson Y&R)
Planning Director: Moensie Rossier (George Patterson Y&R)
Strategic Planner: Michaela Brown (George Patterson Y&R)
Media placement: Ambient Stunt/Social Network - Pitt Street Mall - 14th February 2011

Describe the brief/objective of the direct campaign.
To promote Artline pens on and around Valentine’s Day.
To capitalize on the hype of Valentine’s Day to increase traffic to the Artline facebook page and add numbers to their database of VIPs.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Help average people write better, more romantic Valentine’s Day messages in their cards.
Artline have the pens. They needed the Love cred. A partnership with romance novel publishers Mills & Boon was entered into, to create ‘The Artline Mills & Boon Love Translator’.
After receiving a notification, facebook page fans posted their intended messages on the Artline ‘Wall’ and a star Mills & Boon romance writer posted a romantically supercharged version straight back, that they could then write into their cards. Those who didn’t want to post on the wall could also use a pre-loaded generator to receive a random bit of romance. Concurrently, activation in the form of a romance author live on the streets of Sydney directed further traffic to the facebook page.

Explain why the creative execution was relevant to the product or service.
Valentine’s Day is all about writing. It was the perfect opportunity for a global pen brand to capitalize on the hype and assist the masses, beyond just providing them with the perfect writing tools.

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.
14,000 people received the 'Love Translator' help via the Artline facebook page online.
Artline added 8000 people to their database of VIPs. Over 2500 people also had translations written by Melanie in person on the day, on the street.
One person said that they had (in fact) scored on the night, thanks to the idea.
WINNING!