Smart DM CANDY CANES by BBDO Toronto

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Industry Cars
Media Direct marketing
Market Canada
Agency BBDO Toronto
Designer Jaimes Zentil
Photographer Marek Samek
Released December 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: SMART
Product/Service: AUTOMOBILE
Date of First Appearance: Dec 15 2010
Entrant Company: BBDO CANADA, Toronto, CANADA
Senior Vice President / Executive Creative Director: Peter Ignazi (BBDO)
Senior Vice President / Executive Creative Director: Carlos Moreno (BBDO)
Writer: Craig McIntosh (BBDO)
Art Director: Jaimes Zentil (BBDO)
Photographer: Marek Samek (BBDO)
Designer: Jaimes Zentil (BBDO)
Vice President / Group Account Director: Steve Groh (BBDO)
Production House: (SGL Studio)
Media placement: Card In Envelope - Mailboxes Of Smart Car Owners - December 15, 2010

Describe the brief/objective of the direct campaign.
To create a fun and memorable holiday card for Canadian smart car owners.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
During the holiday season, people are inundated with mail and flyers. The majority are forgettable and end up in the blue bin. We aimed to create something that stood apart. Something they would save and place on their mantle to show off.

Explain why the creative execution was relevant to the product or service.
Owners of smart cars are proud of their vehicles being small, unobtrusive, and having little impact on the environment. Holiday decorations are anything but. So we thought we’d send out smart-sized holiday decorations.

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.
This Christmas card was not created to be ‘responded to’. It was designed to strengthen relationships with our existing customers and it’s true intention was to solicit a smile. However with that said, we mailed out 2.040 cards and got dozens emails back from customers saying how much they enjoyed them.