The Patissier DM CAKE-MOUFLAGE by Leo Burnett Singapore

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Industry Household maintenance & pet products
Media Direct marketing
Market Singapore
Agency Leo Burnett Singapore
Designer Jae Soh, Katherine Khor
Photographer Harpi Sim
Released October 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: THE PATISSIER
Co-Owner: Tan Siang Oon (Leo Burnett Group Singapore)
Group Executive Creative Director: Chris Chiu (Leo Burnett Group Singapore)
Senior Art Director: Jae Soh (Leo Burnett Group Singapore)
Senior Art Director: Katherine Khor (Leo Burnett Group Singapore)
Writer: Colin Koh (Leo Burnett Group Singapore)
Account Service: Eunice Wang (Leo Burnett Group Singapore)
Project Manager: Goh Mei Yi (Leo Burnett Group Singapore)
Project Manager: Nigel Tan (Leo Burnett Group Singapore)
Photographer: Harpi Sim (Nemesis Pictures)
Producers: Jasmine Ho (Nemesis Pictures)
Producers: Liana Oh (Nemesis Pictures)
Designer: Jae Soh (Leo Burnett Group Singapore)
Designer: Katherine Khor (Leo Burnett Group Singapore)
Retouching Producer: Adrel Law (Miracle Factory)
Retoucher: Ann (Miracle Factory)
FA Artist: Andy Teo (Leo Burnett Group Singapore)
FA Artist: Christina Yeo (Leo Burnett Group Singapore)
Media placement: Promotional Packaging Design - In-Store - 1 October 2011

Describe the brief/objective of the direct campaign.
The Patissier (a popular home-grown patisserie in Singapore) wanted to reward their loyal customers by making their celebrations a whole lot sweeter, instead of giving just a regular discount.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The problem with regular cake boxes is that they’re recognisable from a mile away, thus spoiling the surprise for everyone. So we created a series of cake boxes designed to blend into the 3 most common places that a person would usually put a cake. To do that, we asked the client about the 3 most common types of customers they have and designed our cake boxes to suit their lifestyles.
In short, we helped the customers achieve the most important element in any celebration: to keep their surprise a surprise.

Explain why the creative execution was relevant to the product or service.
The Patissier isn't just any run-of-the-mill cake shop, it's a home-grown patisserie that's known for its specialty cakes crafted using traditional French baking techniques. But more importantly, most of their customers buy their cakes for the express purpose of celebrations - birthdays, anniversaries, etc.
As such, we knew that giving regular discounts and price-offs wouldn't cut it (after all, the cakes are pricey to begin with and most their customers aren't looking to scrimp or save), so we decided to reward their customers by making their celebrations even sweeter.

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.
After just 1 month, our initial run of 900 boxes was completely snapped up through the word of mouth generated, which also led to greater brand awareness. In fact, the boxes were so well received, the client even asked for new designs next year.
But most importantly, we created more happy smiles for the loyal customers and their loved ones by keeping their surprise a surprise.