Pilot Pen DM KWOTASHNZ CAMPAIGN by Marcel Paris

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Industry Stationery
Media Direct marketing
Market France
Agency Marcel Paris
Copywriter Antoine Bonodot, Nicolas Feer
Account Supervisor Augustin Laffuge
Released April 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: PILOT
Product/Service: PENS
Agency: MARCEL
Date of First Appearance: Apr 11 2011
Entrant Company: MARCEL, Paris, FRANCE
Partner/Executive Creative Director: Anne de Maupeou (Marcel)
Partner/Executive Creative Director: Véronique Sels (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Copywriter: Antoine Bonodot (Marcel)
Copywiter: Tom Mayer (Marcel)
Copywriter: Nicolas Feer (Marcel)
Account Supervisor: Augustin Laffuge (Marcel)
Media placement: SMS Sendings - Mobile Phones - 11 April 2011

Describe the brief/objective of the direct campaign.
Most students no longer write. They text. They tweet. They download school courses on their computer. The actual number of pens in their school bag diminishes daily.

Our objective was to win them back and to become their favorite brand of pen at school.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution : we sent SMS to students ( at least we’ll be sure they’ll read them ) with famous quotations from Shakespeare, Thoreau, Tagore, Tennnyson, written as an SMS, with abbreviations, symbols and signs.
After the quotation, a message appeared: some texts deserve better than a text. By replying with the word « pen », students could win a Pilot.

We expected at least 11 % answers on these SMS.

Explain why the creative execution was relevant to the product or service.
By using SMS (one of their favorite tool of expression ) we were sure to catch students. By using humour, we were sure not to sound like one of those « old boring teachers » telling them what they have to do.

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.
> more than 200 000 people from 15 to 25 years old targeted in Europe
> 98 % of them exposed to the brand
> 15% of them have interacted with the brand
> 54 % shared SMSs