Sunday Times DM SUNDAY TIMES RICH LIST by CHI & Partners London

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Industry Newspapers
Media Direct marketing
Market United Kingdom
Agency CHI & Partners London
Executive Creative Director Ewan Paterson
Creative Director Micky Tudor
Creative Matt Collier, Wayne Robinson
Typographer Dan Beckett
Released April 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Product/Service: SUNDAY TIMES
Date of First Appearance: Apr 19 2010 12:00AM
Entrant Company: CHI & PARTNERS, London, UNITED KINGDOM
Executive Creative Director: Ewan Paterson (CHI&Partners)
Creative Director: Micky Tudor (CHI&Partners)
Creative: Matt Collier (CHI&Partners)
Creative: Wayne Robinson (CHI&Partners)
Retouchers: Smoke and Mirrors (CHI&Partners)
Typographer: Dan Beckett (CHI&Partners)
Account Director: Ben Etheridge (CHI&Partners)
Media placement: 6 x 48 sheet posters - London - 19/04/10
Media placement: 1 x 96 sheet posters - London - 19/04/10

Describe the brief/objective of the direct campaign.
To let the public know that the annual Rich List - a compilation of the 1000 wealthiest individuals in the country - is out this Sunday.

Explain why the creative execution was relevant to the product or service.
We wanted to create a slick, stylish, premium feel for the campaign, reflective of the wealth of the people on the list. The use of platinum counting blocks reinforced the idea of units of value between the plus and equals symbols. We directly targeted consumers by running this outdoor campaign purely in the week prior to publication. We displayed these posters near to the point of purchase, in order to get an immediate response and create an instant sales uplift.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Through a series of visual equations, we produced a simple, amusing campaign that compared the relative wealth of certain people against their peers.

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.
This directly targeted campaign was so successful in letting consumers know when to purchase that circulation of The Sunday Times increased by 124,000 copies - the highest like for like sales increase in recent history.