ORIGAMI VASE by BBDO Russia Group for Sekunda

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ORIGAMI VASE

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Industry Paints, Paint Brushes, Adhesives
Media Direct marketing
Market Russia
Agency BBDO Russia Group
Creative Director Andres Vergara, Luis Tauffer
Art Director Anna Kau-Ten-Chzhi
Released March 2011

Credits & Description

Category: Flat Mailing
Advertiser: ASD
Product/Service: INSTANT GLUE
Agency: BBDO RUSSIA GROUP
Date of First Appearance: Mar 1 2011
Entrant Company: BBDO RUSSIA GROUP, Moscow, RUSSIA
Art Director: Anna Kau-ten-chzhi (BBDO Russia)
Copywriter: Andres Vergara (BBDO Russia)
Creative Director: Andres Vergara (BBDO Russia)
Creative Director: Luis Tauffer (BBDO Russia)
Media placement: Direkt Marketing-Mailer - Mail Distribution - January 16 2011
Media placement: Direkt Marketing-Mailer - Mail Distribution - January 16 2011
Media placement: Direkt Marketing-Mailer - Mail Distribution - January 30 2011

Describe the brief/objective of the direct campaign.
Situation:

Most people are familiar with the repairing feature of glue, there is nothing new there, but few have tried how easy it is to repair completely broken household object back to its perfect original shape-by using Sekunda glue.

Strategy:

Let's involve our audience more, let them interact with our glue solution and discover how easy it is to repair things using Sekunda glue.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Solution:

We sent an Origami DM paper showing a completely broken Chinese vase.
By following the simple folding instructions you could see how the broken vase pieces where put back to its original form without any cracks or marks.

Explain why the creative execution was relevant to the product or service.
When people started folding the origami, they could see how easy it was to repair completely broken vase back to its perfect original shape-by using Sekunda glue. As they folded the sides of the origami they saw how the broken porcelain sides where fixed and the vase was able to regain its original shape without any cracks or marks. For Sekunda this simple and clever DM solution helped them stand out in the cluttered and generic-feature glue category.

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.
RESULTS:
Most customers who received our mailer changed their long-time prejudice from a generic, complicated glue; into a smart, easy to use, all-purpose quality glue.

-Raising Sekunda’s purchase preference and sales compared to previous sales periods.