TEAM DETROIT DMAD PROGRAM AD by Team Detroit for TEAM DETROIT

Adsarchive » DM » TEAM DETROIT » TEAM DETROIT DMAD PROGRAM AD

TEAM DETROIT DMAD PROGRAM AD

Pin to Collection
Add a note
Industry Advertising agencies, Business equipment & services, Corporate Image
Media Direct marketing
Market United States
Agency Team Detroit
Executive Creative Director Greg Braun
Creative Director Larry Conely, Peter Levin
Art Director Joseph Gielniak
Copywriter Liz Newman
Released September 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: TEAM DETROIT
Product/Service: SELF PROMOTION
Agency: TEAM DETROIT
Date of First Appearance: Sep 10 2010
Entrant Company: TEAM DETROIT, USA
Executive Creative Director: Greg Braun (Team Detroit)
Creative Director: Peter Levin (Team Detroit)
Creative Director: Larry Conely (Team Detroit)
Copywriter: Liz Newman (Team Detroit)
Art Director: Joseph Gielniak (Team Detroit)
Media placement: Direct Mail - Not Applicable - 9/10/10

Describe the brief/objective of the direct campaign.
We needed to create a print ad for the award show book for the Direct Marketing Association of Detroit. The ad needed to be from the agency and congratulate all the winners.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In a sea of congratulatory and self-promotion of ads, ours needed to stand out for its originality and creativity. It also needed to have pass-along value so people would hold onto it and show it to friends. Our solution? A print ad that folds into a congratulatory airmail ad.

Explain why the creative execution was relevant to the product or service.
Because we deal in direct mail (both our group at the agency and all the award show entrants) we decided to create a print ad that could be folded up into a paper airplane. It went beyond the clever headline and turned into tangible ad that, with a little work by the reader, became something more than an ad.

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.
Perhaps the best results of this ad is the simplest: at the gathering after the show, quite a few people tore out the ad, folded it into a paper airplane and tossed them around the room. Some would call this “engagement.” The creatives just called it “fun.”