PT. ADIRA INSURANCE DM THE CRASHED MINIATURE by BBDO Jakarta

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THE CRASHED MINIATURE

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Industry Insurance
Media Direct marketing
Market Indonesia
Agency BBDO Jakarta
Associate Creative Director Awaluddin Rusdiyansah
Executive Creative Director Didit Indra
Art Director Febrian Adi Putra
Released February 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: PT. ADIRA INSURANCE
Product/Service: INSURANCE
Agency: BBDO INDONESIA
Date of First Appearance: Feb 8 2011
Entrant Company: BBDO INDONESIA, Jakarta, INDONESIA
Executive Creative Director: Didit Indra (BBDO)
Associate Creative Director: Awaluddin (BBDO)
Senior Copywriter: Andy Maryadhi (BBDO)
Art Director: Febrian Adi Putra (BBDO)
Head of Graphic Designer: Baskara Sadikin (BBDO)
Graphic Designer: Andes Meianto (BBDO)
Senior Art Director: Joko Nugroho (BBDO)
Account Executive: Wira Gumay (BBDO)
Media placement: Direct - Trans Corporation - 7 March 2011
Media placement: Direct - Bank Mega - 7 March 2011
Media placement: Direct - Tempo Inti Media Tbk. - 7 March 2011
Media placement: Direct - Techma - 7 March 2011
Media placement: Direct - Allegria - 7 March 2011
Media placement: Direct - Sports Media Indonesia - 7 March 2011
Media placement: Direct - Kaji Innova - 7 March 2011
Media placement: Direct - Hero Supermarket - 7 March 2011
Media placement: Direct - Act Media Indonesia - 7 March 2011
Media placement: Direct - Tana Dewa Resort Bali - 7 March 2011

Describe the brief/objective of the direct campaign.
Our target audience were the new customers from corporate HR/GA managers or finance directors who can give their trust to Autocillin to protect their company cars.

Our target audience are the new customers from corporate HR/GA managers or finance directors who can give their trust to Autocillin to protect their company cars.

The strategy was very simple. We sent directly to HR/GA managers or finance directors who have the car fleet in their company. When they read the side of the box, they would know the message "Time to insure the car because in Indonesia there are so many risk factors such as Car Crashed, Car Burned, Car Flooded and Car Stolen. Time to call Autocillin."

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was to make a MINIATURE model of risk factors in Indonesia. Creatively, we changed the car to look like it was having problems such as car crashed, car burned, car flooded and car stolen, of course in a small size.

Explain why the creative execution was relevant to the product or service.
Since our country has so many risk factors, we created a new communication way to grab attention in a matter of seconds. The strength of the creation and originality are highlighted in the fact that our competitors have never used 3D MINIATURES to describe their product coverage. We sent directly to our target market as well.

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.
We sent directly to 10 companies and 4 of them responded by calling the hotline service number and asking the details of Autocillin's product.