OUT OF PAPER by Proximity BBDO Brussels for SD Worx

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OUT OF PAPER

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Industry Environmental & Animal Issues
Media Direct marketing
Market Belgium
Agency Proximity BBDO Brussels
Released February 2011

Credits & Description

Category: Business Products & Services
Advertiser: SD WORX
Product/Service: ENVIRONMENT AWARENESS
Agency: PROXIMITY BBDO
Date of First Appearance: Feb 17 2011
Entrant Company: PROXIMITY BBDO, Brussels, BELGIUM
Entry URL: http://awards.microsite.be/sdworx/outofpaper
: Proximity BBDO Team (Proximity BBDO)
Media placement: Direct Mail - Direct Mail - 25 February 2011
Media placement: Email - Email - 3 March 2011
Media placement: Website - Online - 17 February 2011
Describe the brief/objective of the direct campaign.
SD Worx is definitely a trend setter in Human Resources Management. One of their core missions is the digitalisation of their services and of course its influence on an innovative brand image. First proof for this is the electronic pay cheque, an electronic version of the traditional one. The electronic pay cheque has nothing but advantages. For the employer, for the employee, and for the environment: it saves tons of paper a year. With a charming but low cost campaign, SD Worx wants to persuade HR decision makers and payroll responsible to switch to the electronic pay cheque.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With an official SD Worx envelop saying ‘Important message regarding your pay cheque’, we took the first step in teasing our target group. Inside the envelope: nothing. Just a message printed on the inside: ‘We’re out of paper! …’ The subsequent e-mail gives more background and links to the website. Each time you click a link, a little tree grows bigger and bigger. Because for every employee that switches to the electronic pay cheque, SD Worx plants a tree. The website shows a movie based on hilarious office situations. Enough reason to be careful with paper and switch to the electronic pay cheque.
Explain why the creative execution was relevant to the product or service.
This campaign for the electronic pay cheque strengthens the image of SD Worx as a trend setter in HR. The empty envelop and the movie perfectly shows what can happen if we run out of paper and motivates HR decision makers to switch to the electronic pay cheque.
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.
SD Worx has tested this campaign with a small group of employers to see whether the market is ready for digitalisation. So far it appears the test is successful: 24% have registered to be contacted by SD Worx on the starter’s kit. This is a very high conversion rate! The campaign will therefore be deployed on a larger level this summer.