RETURNED PET EXPERIENCE by Hakuhodo Tokyo for AIPO JSPCA

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RETURNED PET EXPERIENCE

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Industry Postal, Courier, Shipping & Freight services, Household maintenance & pet products
Media Direct marketing
Market Japan
Agency Hakuhodo Tokyo
Creative Director Kyoko Someya
Art Director Katsuhiko Suzuki
Copywriter Keiichi Sasaki
Designer Hitoshi Miyamoto, Hiroki Tatebayashi, Takeshi Horikawa
Producer Naoto Shigenobu
Photographer Yasuko Furukawa
Released January 2011

Credits & Description

Category: Flat Mailing
Advertiser: AIPO JSPCA
Product/Service: PET ID MICROCHIP
Agency: HAKUHODO
Date of First Appearance: Jan 25 2011
Entrant Company: HAKUHODO, Tokyo, JAPAN
Entry URL: http://www.jspca.or.jp/aipo/
Chief Creative Director: Maiko Oota (Hakuhodo)
Creative Director: Kyoko Someya (Hakuhodo)
Art Director: Katsuhiko Suzuki (Hakuhodo)
Copywriter: Keiichi Sasaki (Hakuhodo)
Planner: Naoki Ono (Hakuhodo)
Designer: Hiroki Tatebayashi/Takeshi Horikawa (Twins)
Designer: Hitoshi Miyamoto (Digimo)
Photographer: Yasuko Furukawa (Hakuhodo)
Producer: Naoto Shigenobu (Hakuhodo)
Account Planner: Atsushi Otowa (Hakuhodo)
Media Planner: Takuya Naito (Hakuhodo)
Print: Hideo Furuya (Style Printing)
Web Designer: Yusuke Yagi
Web Designer: Hiroyuki Tsuruda
Media placement: Direct Mailing - 100 Mailing - 25th January 2011

Describe the brief/objective of the direct campaign.
In Japan, many lost pets are unavoidably killed because they were unidentifiable.
Animal ID Promotion Organization wanted pet owners to know the importance of the ID Microchip.
*ID Microchip gives pets an ID enabling them to be returned.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Let pet owners experience the value of ID Microchip. To do this, we utilized the postal system practice of; all mail that is addressed to an unknown location is returned to the sender address. So, we made the senders address that of our target market address.

Explain why the creative execution was relevant to the product or service.
We used a postal system in which unknown mail is returned to the sender. We sent the envelopes to pet owners and we delivered simulated experiences of the moment when a lost pet is returned to their home by using ID Microchip. In this way, this direct method is just suitable for the brand.

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.
After the envelopes were sent en mass to the target markets most influential people, such as; writers and editors for animal magazines, leaders of animal organizations, animal trainers and pet breeders. We achieved an impressive result.

Over 2000 unique visitors to the educational ID Microchip website in the first seven days of mailing and numbers are building fast. This started a snow ball effect of overwhelming positive discussion about ID Microchip throughout several social network platforms in Japan. The best result is that many pets lives have been saved and will continue to be protected through a new awareness about ID Microchip.