Voulez Vous DM FASHION SPEAKS by Grey Hong Kong

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FASHION SPEAKS

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Industry Apparel & Accessories Stores
Media Direct marketing
Market Hong Kong SAR China
Agency Grey Hong Kong
Executive Creative Director Connie Lo
Creative Director Annie Chan
Copywriter Jammie Ting, Wen-Hsiu Louie, Victor Manggunio
Account Supervisor Margaret Chan
Released March 2011

Credits & Description

Category: Flat Mailing
Advertiser: VOULEZ VOUS
Product/Service: CLOTHING RETAIL
Agency: GREY HONG KONG
Date of First Appearance: Mar 10 2011
Entrant Company: GREY HONG KONG, HONG KONG
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Creative Director: Annie Chan (Leo Burnett Hong Kong)
Copywriter: Victor Manggunio (Leo Burnett Hong Kong)
Copywriter: Wen Louie (Leo Burnett Hong Kong)
Copywriter: Jammie Ting (Leo Burnett Hong Kong)
Art Director / Designer / Typographer: Jennifer Kong (Leo Burnett Hong Kong)
Account Supervisor: Margaret Chan (Leo Burnett Hong Kong)
Account Manager: Hanford Sheng (Leo Burnett Hong Kong)
Media placement: Direct Mail Campaign - Mailing - 10 March 2011

Describe the brief/objective of the direct campaign.
Invite beauty junkies to the new fashion collection show of Voulez Vous.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Using a typography treatment of an attitudinal statement to form a fashion – shaped piece which is put into a mini bag as premiums to arouse receiver’s attention.

Explain why the creative execution was relevant to the product or service.
Through the angle of the fashion piece to convey an attitudinal statement to the “wearers” in order to imply this season’s uniqueness and nobility.

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 this unique invitation was sent, it has aroused famous celebrities’ attention and their urge to participate in the announcement of the new fashion collection.