CHRISTMAS STENCIL by Rapp Auckland for RAPP NEW ZEALAND

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CHRISTMAS STENCIL

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market New Zealand
Agency Rapp Auckland
Executive Creative Director Wayne Pick
Released December 2009

Credits & Description

Category: Flat Mailing
Advertiser: RAPP NEW ZEALAND
Product/Service: ADVERTISING AGENCY
Agency: RAPP NEW ZEALAND
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: RAPP NEW ZEALAND, Auckland, NEW ZEALAND
Associate Creative Director/Art Director: Patrick Murphy (RAPP New Zealand)
Senior Copywriter: Susan Young (RAPP New Zealand)
Executive Creative Director: Wayne Pick (RAPP New Zealand)
Head of Copy: Kim Pick (RAPP New Zealand)
Production Manager: Marcel de Ruiter (RAPP New Zealand)
Senior Designer: Rianna Munro (RAPP New Zealand)
Media placement: Direct Mail - Direct Mailing - 15 December 2009

Describe the brief/objective of the direct campaign.
After a year of tight budgets and even tighter timings, we wanted to spread a little Christmas cheer to agency clients and suppliers, both new and old. But everyone was feeling tired, jaded and not in the Christmas mood. How could we bring back the magic? To reach out to the adults, our strategy was to engage their children.

Explain why the creative execution was relevant to the product or service.
Christmas Stencil became a way of emotionally reconnecting with cynical clients and suppliers after a tough year. Instead of gathering dust on desktops in empty offices, an agency card made its way into homes across New Zealand, playing a pivotal role in the family’s Christmas experience – not just for one year, but for years to come.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created what looked like a regular greetings card. But when opened, it became a Christmas Stencil, which could be laid flat on the ground to create a trail of snowy boot and reindeer hoof prints on the night before Christmas. Specifically designed to be re-usable, it was made of sturdy non-tear stock, and because it folded down, it was easy to store.

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.
After 300 limited edition cards were posted out, photos and messages of thanks poured in. Some of the quotes included: "Our kids Arabella, 6, and Lily, 5, absolutely loved it and thought Father Christmas was real". "Wonderful. I have now put the card away for use next year". "Means a lot to receive a card like this – makes the whole year worthwhile".