Publicis DM MOJO CHRISTMAS BAUBLES by Publicis Mojo Sydney

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Australia
Agency Publicis Mojo Sydney
Creative Director Micah Walker
Art Director Kirsty Gavin, Ruth Bellotti
Copywriter Justine Armour
Released December 2009

Credits & Description

Category: Corporate Image & Information
Date of First Appearance: Dec 17 2009 12:00AM
Entrant Company: PUBLICIS MOJO , Sydney, AUSTRALIA
Creative Director: Micah Walker (Publicis Mojo)
Manufacturer: (Dark Mater)
Print Producer: Oscar Birken (Publicis Mojo)
Art Director: Ruth Bellotti (Publicis Mojo)
Art Director: Kirsty Gavin (Publicis Mojo)
Copywriter: Justine Armour (Publicis Mojo)
Media placement: Package - Mail out - 17th November 2009

Describe the brief/objective of the direct campaign.
In a year of global financial meltdown, when conspicuous consumption gave way to recessionistas and frugalistas, and splashing out on extravagant Christmas gifts would seem wrong, choosing a suitable token of Christmas cheer presented us with a quandary. How could we send Mojo’s festive love to our clients and suppliers and creative friends, without seeming wasteful and excessive?

Explain why the creative execution was relevant to the product or service.
A recession year like 2009 is the only time that a thrifty idea like this would seem appropriate. Rather than ignore the whole festive season altogether, as many of our counterpart agencies did, we embraced frugality and made it part of our idea. The project reinforced the perception that Mojo is always thinking, believing that every situation provides a creative opportunity.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was simple. We took the many hundreds of presentation boards, artwork layouts, scripts and reference materials we’d presented to our clients over the past 12 months, shredded all our ideas that didn’t make it, and refashioned them into Mojo Christmas Baubles. Now, a pile of once valuable ideas that had fallen by the wayside had become valuable again as our Christmas gifts.

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 results were two-fold: we managed to creatively spread our message of festive cheer to all our industry loved-ones, and we cleared a year-sized mountain of unwanted artwork in one fell swoop.