MAIL ORDER BRIDES by DraftFCB Johannesburg for Vodacom

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MAIL ORDER BRIDES

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Industry Telecommunications Services
Media Direct marketing
Market South Africa
Agency DraftFCB Johannesburg
Executive Creative Director Grant Jacobsen
Creative Director Grant Sithole
Copywriter Nerine Lombard
Typographer Neelesh Vallabh, Marcus Moshapalo
Illustrator Marcus Mosphapalo
Released August 2010

Credits & Description

Category: Flat Mailing
Advertiser: VODACOM
Product/Service: TELECOMMUNICATIONS
Agency: DRAFTFCB SOUTH AFRICA
Date of First Appearance: Aug 15 2010
Entrant Company: DRAFTFCB SOUTH AFRICA, Johannesburg, SOUTH AFRICA
Executive Creative Director: Grant Jacobsen (Draft FCB)
Creative Director: Grant Sithole (Draft FCB)
Art Director: Neelesh Vallabh (Draft FCB)
Art Director: Marcus Moshapalo (Draft FCB)
Copywriter: Nerine Lombard (Draft FCB)
Illustrator: Neelesh Vallabh (Draft FCB)
Illustrator: Marcus Mosphapalo (Draft FCB)
Typographer: Neelesh Vallabh (Draft FCB)
Typographer: Marcus Moshapalo (Draft FCB)
Media placement: Dimensional Mailing - Vodacom Customer Database - 15 August 2010

Describe the brief/objective of the direct campaign.
Vodacom’s adult content management service allows adults to prevent their kids from accessing websites of an adult nature. The brief was to let parents know of the real dangers of kids logging onto these types of websites.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The direct mailer served to bring to life the realness of mail order brides and alarmed the consumers enough to believe how real their ‘purchase’ was. Sending the letter directly to them was also a personalised means of communication that made the fake order more believable.

Explain why the creative execution was relevant to the product or service.
The phenomenon that is mail order brides is synonymous with the world of adult content on the internet. So we used the mechanism of a direct mailer that included a voicemail message to get parents believing they had ordered a bride on the internet.

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.
A fair percentage of uptake of the product was definitely noticeable after the mailers were sent out.