Pump DM IMPOSSIBLE COUPON by Smart Partners

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Industry Non-alcoholic drinks
Media Direct marketing
Market Australia
Agency Smart Partners
Art Director Faye Carré
Creative Kieran Flanagan, Dan Gregory, Jessie Jordan, Damien Sloan
Released November 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: COCA-COLA
Product/Service: PUMP
Date of First Appearance: Nov 1 2010
Entrant Company: SMART PARTNERS, Richmond, AUSTRALIA
Writer/Creative Director: John Mescall (Smart)
Art Director: Faye Carré (Smart)
Planning Director: Ashley Farr (Smart)
Client Services Director: Nicole Gardner (Smart)
Account Director: Frith Morrissey (Smart)
Creative: Dan Gregory (Smart)
Creative: Kieran Flanagan (Smart)
Creative: Jessie Jordan (Smart)
Creative: Damien Sloan (Smart)
Media placement: Full Page Print Ad - Magazine, Good Health Magazine - November 1, 2010

Describe the brief/objective of the direct campaign.
The objective was to build emotional equity in the brand out of the existing functional equity to drive brand love and increase frequency of purchase amongst current users. Pump is a big water hit with big expectations and believes that hydration is earned from getting every last drop out of living. So we wanted Pump to be the brand that made people work (literally) by actively involving our audience and challenging them physically and mentally, with a direct response campaign that couldn’t be ignored.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The campaign theme is Earn Your Thirst, and it’s a little unusual because it was specifically designed to be so difficult to respond to, it would deter only the most committed. By building the campaign around almost-impossible response mechanisms, the key was more in the challenge the response mechanism presented, than in the sheer number of responses. Success would be measured not so much by “how many will respond?” but more: “will anybody be able to respond at all?”

Explain why the creative execution was relevant to the product or service.
Emotional equity in the Pump brand would be built by ensuring every execution presented an audacious challenge. After all, you can’t Earn Your Thirst easily. So in this instance, we offered a free bottle of Pump water to anyone crazy enough to not only cut out a ridiculously-shaped coupon, but source or create an envelope in the exact-same shape as the coupon: an envelope that would cost more to send to us than the value of the redemption. By breaking all the rules in actively discouraging response, we created a powerful direct-response campaign.

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.
Over 900 magazine coupon responses have so far been received, many of them in handmade envelopes with artistic additions and messages. This level of effort has far exceeded the original expectation of a few possible entries. Even more impressive was the willingness of consumers to pay postage of up to $3.60 for a free bottle of Pump whereas a bottle retails in supermarkets for $2.30. Early brand-tracking results show increased equity scores in ‘a brand for me’ and ‘a brand worth paying for’.