Vista A' La Carte DM SPOOF POSTCARDS by Publicis Bangkok

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Industry Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
Market Thailand
Agency Publicis Bangkok
Art Director Kike Gutierrez, Pinyo Peronphoon
Released October 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: VISTA A LA CARTE
Product/Service: TRAVEL AGENCY
Date of First Appearance: Oct 1 2009 12:00AM
Creative Director: Kike Gutierrez (Publicis (Thailand ))
Copy Writer: Kike Gutierrez/Papop Chaowanapreecha (Publicis (Thailand ))
Art Director: Pinyo Peronphoon/Kike Gutierrez (Publicis (Thailand ))
Client Service: Pongsak Sanitwongse Na Ayudhaya (Publicis (Thailand ))
Media placement: Postcard - Public Place - 1 October, 2009

Describe the brief/objective of the direct campaign.
The campaign’s objective is to trigger the interest of less-traveled Thai people (those who have never gone beyond the Kingdom’s borders) and encourage them to expand their horizon. The strategy for recruiting these new customers is to make them realise how little they know about other countries, while stimulating their curiosity at the same time.

Explain why the creative execution was relevant to the product or service.
Only after closer examination of the postcards do potential customers realise (1) how mistaken they can be about different foreign cities & countries and (2) the postcards come from a travel agency, offering promotions to those destinations featured on the front of the postcards.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created and mailed a set of postcards that, at a glance, look like typical tourist postcards from foreign countries. The location’s title, however, have been purposely mismatched with that of another country or city. The writing on the back of the postcards appears to be handwritten. Upon receiving these postcards, the delighted beholder may assume some friends must have sent them.

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.
Within the first two weeks of the campaign’s launch, “rumors” began to spread from one residential community to the next about a possible prank mail. The postcards were shared and talked about in wider circles than anticipated. These words-of-mouth are truly contagious, but easier to measure is the number of calls generated by curious and/or intrigued potential customers: 3,537 calls within 2 weeks, out of 10,000 postcards mailed, equaling a response rate of 35.37%.