Publicis DM SNOWMAN by Publicis JimenezBasic

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SNOWMAN

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Industry Advertising agencies, Business equipment & services, Corporate Image
Media Direct marketing
Market Philippines
Agency Publicis JimenezBasic
Associate Creative Director Paolo Toledo
Creative Director Don Sevilla Iii
Art Director Jess Villaruel, Vanessa Tamayo
Released December 2011

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: PUBLICIS JIMENEZBASIC
Product/Service: AR EXPERIENCE
Agency: PUBLICIS JIMENEZBASIC
Executive Creative Director: Don Sevilla III (Publicis Jimenezbasic)
Creative Director: Don Sevilla III (Publicis Jimenezbasic)
Associate Creative Director: Paolo Toledo (Publicis Jimenezbasic)
Art Director: Vanessa Tamayo (Publicis Jimenezbasic)
Art Director: Jess Villaruel (Publicis Jimenezbasic)
Media placement: Facebook - Facebook - 25th December 2011
Media placement: YouTube - YouTube - 25th December 2011

Describe the brief/objective of the direct campaign.
We’re all tired of getting the same old Yuletide tokens.
Small knick-knacks and gifts that are more clutter than keepsake.
Publicis JimenezBasic wanted to change all that.
We wanted to give out a holiday gift that would actually be beautiful enough to keep, and even more awesome to play with.

During the Christmas week, we sent out limited edition
display-cased Snowman figurines as a holiday greeting.
But what was extra 'cool' about these frosted figures was that they could be used as Augmented Reality controllers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We’re all tired of getting the same old Yuletide tokens. Small knick-knacks and gifts that are more clutter than keepsake. Publicis JimenezBasic wanted to change all that. We wanted to give out a holiday gift that would actually be beautiful enough to keep, and even more awesome to play with.

Explain why the creative execution was relevant to the product or service.
During the Christmas week, we sent out limited edition display-cased Snowman figurines as a holiday greeting. But what was extra 'cool' about these frosted figures was that they could be used as Augmented Reality controllers.

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.
Not only did we give them (what may have been) their first taste of an AR experience, but they also got to keep an exclusive window to a winter wonderland.