TRAVEL - WE THINK EVERYTHING THROUGH by The Jupiter Drawing Room South Africa for The Jupiter Drawing Room South Africa

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TRAVEL - WE THINK EVERYTHING THROUGH

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Creative Director Livio Tronchin
Art Director Lucas Van Vuuren Cape Town
Copywriter Jonathan Commerford
Illustrator Andrew Donaldson, Bernice Lisamore
Released November 2010

Credits & Description

Category: Flat Mailing
Advertiser: THE JUPITER DRAWING ROOM
Product/Service: SELF PROMOTION
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Dec 1 2010
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room)
Creative Director: Livio Tronchin (The Jupiter Drawing Room)
Copywriter: Jonathan Commerford (The Jupiter Drawing Room)
Art Director: Lucas van Vuuren (The Jupiter Drawing Room)
Production Manager: Di Fraser (The Jupiter Drawing Room)
Illustrator: Andrew Donaldson
Illustrator: Bernice Lisamore
Media placement: Direct Mailer - By Hand - 1 December 2010

Describe the brief/objective of the direct campaign.

In 2010, The Jupiter Drawing Room CT won the Skip Washing Powder account – a Unilever brand.
To generate more business from Unilever, we knew we had to position ourselves not just as a strong through-the-line advertising and design agency, but also as a valuable strategic partner. This mailer was sent to all Brand Managers at Unilever South Africa to demonstrate our thinking - and to put us on their radar.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
This activation proved extremely popular, giving away a Marie Claire was just the incentive to get fashionistas to try the new Skip variants. The print run for Marie Claire in South Africa was increased by an astounding 25% in anticipation of the demand due to the partnership with Skip. The issue was featured on various blog sites and the entire print run was sold out. As for sales, one of South Africa’s biggest supermarket chains posted a 300% increase in sales of Skip over the promotional period. The Skip Marie Claire issue has become quite the collector’s item.

Explain why the creative execution was relevant to the product or service.
We also thought it a more innovative way of catching their attention and showing what we were capable of, rather than just a typical credentials pitch.

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.
A few months later, we were offered a project for Omo Washing Powder - and our relationship with Unilever continues to blossom.