IF YOUR PET WENT MISSING, WHAT WOULD YOU BE LEFT WITH? by UNDERLINE for T-Mobile

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IF YOUR PET WENT MISSING, WHAT WOULD YOU BE LEFT WITH?

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Industry Telecommunications Services
Media Direct marketing
Market Czech Republic
Agency UNDERLINE
Art Director Ludmila Fuxova, Tereza Miskova
Copywriter Iva Psenickova
Released July 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: T-MOBILE
Product/Service: TELECOMMUNICATIONS
Agency: UNDERLINE
Date of First Appearance: Jul 1 2010
Entrant Company: UNDERLINE, Praha, CZECH REPUBLIC
Art Director: Ludmila Fuxova (Underline)
Art Director: Tereza Miskova (Underline)
Copywriter: Iva Psenickova (Underline)
Media placement: None - None - None

Describe the brief/objective of the direct campaign.
These services include the so-called “Partner Solutions”, which enable the use of a mobile telephone (specifically the SIM card in the mobile telephone) for a range of tasks ranging from monitoring a car fleet, the movements of children and pets through to remote control of the equipment in a house/apartment. The agency’s task was to propose the optimum media strategy and media mix with a focus on untraditional forms of communication in the ambient and mass media. The goal of the campaign was to raise awareness of the services (Partner Solutions). This meant contacting both existing and new customers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Part of the ideal mix was communication targeted on dog owners, who formed one of the primary target groups. Electronic banners on specialised web pages were supplemented with ambient media – paper bags for dog dirt featuring a simple creative concept with the communication “If your pet went missing, what would you be left with?“

Explain why the creative execution was relevant to the product or service.
The target group of dog owners spends 1 to 2 hours a day on average walking their dogs in parks. For these people, the freely distributed paper bags for dog dirt are completely normal items that they themselves often actively search for. In addition, this type of communication is relatively low-cost, playful, entertaining and very precisely targeted.

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.
Total number of unique clicks by 31/1/2011 (half year) was almost 64 000 unique clicks (106% of target).