Thinkbox DM DOGS HOME by Red Brick Road

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Industry Advertising agencies, Business equipment & services, Advertising & Communication
Media Direct marketing
Market United Kingdom
Agency Red Brick Road
Director Andy Mcleod
Creative Director Justin Tindall
Art Director Mark Slack
Copywriter Gemma Phillips
Released September 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: THINKBOX
Product/Service: TV ADVERTISING
Date of First Appearance: Sep 10 2010
Copywriter: Gemma Phillips (The Red Brick Road)
Art Director: Mark Slack (The Red Brick Road)
Creative Director: Justin Tindall (The Red Brick Road)
Agency TV Producer: Charles Crisp (The Red Brick Road)
Business Director: Barbara Waite (The Red Brick Road)
Account Manager: Lisa Pilbeam (The Red Brick Road)
Director: Andy McLeod (Rattling Stick)
Production Co Producer: Kirsty Dye (Rattling Stick)
Managing Director: Lindsey Clay (Thinkbox)
Media placement: TV - ITV, C4TV, FIVETV, GMTVNET, SKYMEDIA, ITVDIG, C4DIG, FIVEDIG, CARLTON, LWT3, MID - 10th September 2010

Describe the brief/objective of the direct campaign.
Our brief was to demonstrate the instant impact of TV advertising, to highlight its unique power to influence attitudes and opinions and get immediate results. We were talking to a small and specific audience; essentially marketing directors, but because the ad was running on prime time TV, we had to entertain everyone.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We considered various scenarios where you only have a few seconds to make a good impression (just like a TV ad); a not-so-attractive dog in a dogs home was our favourite.

Thinkbox wanted to demonstrate the instant impact and power of TV advertising and thus increase enquiries and web traffic. However, there was also another objective, to lead by example with a great TV ad which would entertain the general public and become a talking point outside of the ad break. We thought a dog doing the housework had all the ingredients for being discussed around the water cooler.

Explain why the creative execution was relevant to the product or service.
Thinkbox is all about promoting and celebrating the effectiveness of TV advertising. So of course we had to make a TV ad and one that would live up to the best of the genre. The fact that Harvey the dog makes his own entertaining TV ad within our TV ad, was not only a surprising and original concept but one that served to further highlight the power of TV advertising.

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.

Thinkbox saw an increase of 300% in enquiries and 400% in web traffic. The power of TV was well and truly proved with the ad receiving 1.5 million views on youtube, national and local press and TV coverage including a double-page feature in a national newspaper as well as winning ITV’s Ad of the Year thanks to an 8,000 strong public vote. Harvey has become a star in his own right with over 12,000 facebook friends and ‘celebrity’ appearances at events including Crufts. All this achieved with a £180,000 production budget.