Pure Seed Florist & Gifts DM STAMPS by Ogilvy & Mather Kuala Lumpur


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Industry Flowers delivery
Media Direct marketing
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Art Director Tan Chee Keong, Jarrod Reginald
Copywriter Gavin Earle Simpson
Designer Lian Ee Wern
Released March 2012

Credits & Description

Category: Flat Mailing
Product/Service: FLOWERS & GIFTS
Chief Creative Officer: Gavin Simpson (Ogilvy Malaysia)
Creative Director: Gavin Simpson (Ogilvy Malaysia)
Art Director: Gavin Simpson (Ogilvy Malaysia)
Art Director: Tan Chee Keong (Ogilvy Malaysia)
Art Director: Jarrod Reginald (Ogilvy Malaysia)
Copywriter: Gavin Simpson (Ogilvy Malaysia)
Designer: Lian Ee Wern (Ogilvy Malaysia)
Media placement: Direct Mailer - Via Post - 26 March 2012

Describe the brief/objective of the direct campaign.
Pure Seeds, a budget-friendly florist, wanted new customers to find out about their large selection of flowers, as well as their delivery services. Faced with fierce and constant competition from online flower shops, Pure Seeds needed to deliver something fresh in a personal way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of sending the usual flyer and order form, Pure Seeds mailed a uniquely-designed envelope covered entirely in Malaysian stamps. Malaysia, known for its beautiful flora and fauna had been producing a wide variety of stamps depicting various species of local flowers for many years. By using these stamps in a new way, the insightful design carried the message that flowers from Pure Seeds were both diverse and affordable for all.

Explain why the creative execution was relevant to the product or service.
Using Malaysian stamps with flowers on them was a perfect match for the brand. To recipients, Pure Seeds left the impression of being a company of young and creative individuals, which spoke volumes for the style of service they could expect. The direct mailer helped to position Pure Seeds naturally into consumer’s minds as the florist they should use when wanting to send flowers to a loved one.

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.
Orders tripled within the first month online and in store. Pure Seeds were also pleasantly surprised to learn that 6 out of 10 envelopes had actually been saved by recipients – which led to repeat purchases on special occasions and holidays. Pure Seeds was able to break into the flower-filled industry in a big way, with a simple yet effective piece of mail.