The Partners DM HOW THE ZEBRA WON HIS STRIPES by The Partners

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market United Kingdom
Agency The Partners
Creative Director Dave Roberts
Copywriter Nick Asbury
Released February 2012

Credits & Description

Category: Acquisitions
Advertiser: THE PARTNERS
Creative Director: Dave Roberts (The Partners)
Business Development Director: Matt Millington (The Partners)
Copywriter: Nick Asbury (Freelance)
Junior Designer: Tom Lovell (The Partners)
Media placement: Book - Direct Mail - Feb 2012

Describe the brief/objective of the direct campaign.
Investec are a worldwide Investment Company that we thought we could help. We wanted to send them something which made an engaging introduction to us as a branding agency, but in a way that is uniquely relevant to Investec.

The ultimate aim was to create something that helped us start a conversation with them.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A targeted mailer for key marketing people in 2 geographical offices, London and Johannesburg. The goal was to receive a minimum of one positive response or meeting with Investec.

Explain why the creative execution was relevant to the product or service.
Our idea was to point out the unique story that was under Investec’s nose.
Borrowing from Rudyard Kipling, we wrote a small but proud tale about the importance of reputation in brand identity. Investec are renowned for their zebra-based identity, so the infamous story of How the zebra won his stripes could not be more appropriate. A story book seemed perfect to illustrate the point that we help brands find and tell their unique tale.

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.
The mailer was a small run and aimed solely at UK and South African Investec Marketing directors.
Each mailer was targeted at an individual. We had a 100% positive response rate. Positive conversations and meetings were had within days of the mailer being received.
Within 1 month secondary meetings and proposals were submitted. We are now at the point of awaiting approval to start work.