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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Belgium
Agency Ldv United
Creative Director Kristof Snels
Art Director Manuel Ostyn
Copywriter Pieter Staes
Client Service Director Petra De Roos
Producer Greet Van Thillo
Released June 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: VMMTV
Date of First Appearance: Jun 15 2010
Entrant Company: LDV UNITED, Antwerp, BELGIUM
Entry URL: www.adworld.be/bestecampagneooit
Communication Manager: Kristin Fauconnier (VMMTV)
Marketing & Research Manager: Kristin Blondé (VMMTV)
Creative Director: Kristof Snels (LDV United)
Copywriter: Pieter Staes (LDV United)
Art Director: Manuel Ostyn (LDV United)
Client Service Director: Petra De Roos (LDV United)
Account Executive: Tim Janssens (LDV United)
Online Strategic Planner: Kristof Janssens (LDV United)
Strategic Director: Henk Ghesquière (LDV United)
Producer: Greet van Thillo (Condor Digital International)
Web Designer: Konrad Dobson (Konrad Dobson)
Media placement: E-Mail - E-Mail To 60 Advertising Agencies - 15/06/2011

Describe the brief/objective of the direct campaign.
Get advertising agencies to make an appointment with VMMtv's research team.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We have sent 60 advertising agencies an e-mail with a link to a case movie. Except that the movie wasn't about a campaign. This time the case movie was the campaign.

Explain why the creative execution was relevant to the product or service.
Case movies are the only thing advertising agencies take the time for.

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 sending the case movie, VMMtv was immediately invited to visit 19 advertising agencies. An impressive 31,6% return!