NEW YEAR'S CARD by Publicis Brussels for PUBLICIS BRUSSELS

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NEW YEAR'S CARD

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Belgium
Agency Publicis Brussels
Creative Director Paul Servaes, Alain Janssens
Art Director Daniel Vanden Broucke
Copywriter Eric Becker - Marko Leus - Willem De Geyndt
Released December 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: PUBLICIS BRUSSELS
Product/Service: ADVERTISING AGENCY
Agency: PUBLICIS BRUSSELS
Date of First Appearance: Dec 28 2009 12:00AM
Entrant Company: PUBLICIS BRUSSELS, BELGIUM
Client Services Director: Johan Parmentier (Publicis Brussels)
Creative Director: Alain Janssens (Publicis Brussels)
Creative Director: Paul Servaes (Publicis Brussels)
Copywriter: Marko Leus (Publicis Brussels)
Art Director: Daniël Vanden Broucke (Publicis Brussels)
Production Director: Christ Lannoy (Publicis Brussels)
Media placement: Mailing - Belgian Post - 28 December 2009

Describe the brief/objective of the direct campaign.
Every year millions of people send out the same message in the same period: new year’s wishes. Especially an advertisement agency should to that in a creative, original way. A tough challenge, with a lot of tough competition.

Explain why the creative execution was relevant to the product or service.
With this mailing the agency not only demonstrated its playful creativity - which is what an advertising agency has to do; it also demonstrated that it was a good sport about losing the Unicef budget – better still: that it could poke fun at itself about it, thus fortifying its image of being a cool agency to work with or for.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Publicis Brussels had been the agency for Unicef since 2003. To support its client, the agency always used Unicef greeting cards to wish its contacts Happy New Year. The whole market knew this. In 2009 Publicis and Unicef ended their collaboration, a fact known by the market too. For new year Publicis now sent out fancy boxes proudly announcing that the agency could finally send an original greeting card again. Upon opening the package it turned out that each box contained a greeting card … from other good cause organisations such as Amnesty International, Caritas International, Doctors without Borders, etc.

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.
The greeting card with Publicis Brussels making fun of itself around the bad news that it had lost a client, was well received both by clients and prospects, as by the market.