Voo DM SHARE AVEC TON GRAND-PÈRE by Boondoggle Brussels

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SHARE AVEC TON GRAND-PÈRE

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Industry Telecommunications Services
Media Direct marketing
Market Belgium
Agency Boondoggle Brussels
Designer Petra Sell
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: VOO
Product/Service: TELECOMMUNICATIONS
Agency: BOONDOGGLE
Date of First Appearance: Apr 14 2010
Entrant Company: BOONDOGGLE, Leuven, BELGIUM
Entry URL: http://www.bornoncloud9.be/canneslions2011/voo/share-direct/index.html
Marcom Director: Julie Verbeke (Bpost)
Creative Directors: Stef Selfslagh/Vincent Jansen (Boondoggle)
Creatives: Hans/Raoul (Boondoggle)
Strategy: Peter Verbiest/Jourik Migom (Boondoggle)
Account & Project Team: Flup Coppens/Sibran Lens (Boondoggle)
Designer: Petra Sell (Boondoggle)
Multimedia Director: Bart Plessers (Boondoggle)
Multimedia Developer: Katsuyuki Nagatani (Boondoggle)
IT Director: Vincent Depoortere (Boondoggle)
Technical Developers: Niels Dehaes/Bart Geukens (Boondoggle)
Media placement: The Share Avec Ton Grand-Père Website - Online - 14/04/2010
Media placement: The Envelopes With Handwritten Address That Were Sent Out - Direct Mailing - 14/04/2010
Media placement: Facebook Statuses Were Shared On Teletext - Teletext - 14/04/2010

Describe the brief/objective of the direct campaign.
The internet is all about sharing. Videos of our baby’s first steps, holiday pictures, interesting websites, we constantly share this with the people we care about. People like our friends or our parents. But what about our grandparents? Most of them don’t have internet access. That means they are missing out on everything we share online. Internet provider VOO wanted to convince the older generation to install the internet so they would never have to miss out on anything anymore.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Internet provider VOO gave everyone who has internet a one-time opportunity to share an online picture, video or website with their grandparents who don’t have internet. How? By sharing it the most classical way: via the post. On the website you could select what you wanted to share. A youtube video was transferred on a VHS cassette, a Facebook picture was printed out and sent in an envelope with a handwritten address. The result was a 100% personalized Direct Mail, sent by a close relative of the receiver. You could even share your facebook status update… on teletext.

Explain why the creative execution was relevant to the product or service.
Only a few days after the launch of the website, grandparents all over the country received an envelope, sent by a close relative and with a picture or video of, for example, their grandchildren. This way internet provider VOO literally confronted them with the fact that they were missing out on a lot as long as they didn’t have 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.
By reaching the target audience via their (grand) children, internet provider VOO was able to: (1) convince people without internet to install VOO internet and (2) at the same time convince people who already have an internet connection from a competitor to switch, thanks to a special promo offer.