Welho DM WELHO WORLD CUP FLYER by 358 Helsinki

Adsarchive » DM » Welho » WELHO WORLD CUP FLYER


Pin to Collection
Add a note
Industry Internet Service Providers, TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Finland
Agency 358 Helsinki
Creative Director Ale Lauraeus
Art Director Leo Karhunen
Copywriter Taro Korhonen
Producer Roosa Rudkiewicz
Released June 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: DNA WELHO
Product/Service: BROADBAND
Agency: 358 HELSINKI
Date of First Appearance: Jun 1 2010
Entrant Company: 358 HELSINKI , FINLAND
Creative Director: Ale Lauraéus (358)
Copywriter: Taro Korhonen (358)
Account Manager: Minna Kaitala (358)
Graphic Designer: Harri-Pekka Savolainen (358)
Producer: Roosa Rudkiewicz (358)
Strategist: Peter Barmer (358)
3D Animation: Aki Harra (Undo)
Art Director: Leo Karhunen (358)
Media placement: Direct Mail - MM football magazine - 1.6.2010

Describe the brief/objective of the direct campaign.
Our client, broadband and TV provider Welho, briefed us with a clear objective: To get more people to order new high definition TV channels. These new HD channels were launched six months earlier. Because the content of these new channels was mainly sports, our target group was people interested in sports.
However the budget was minimal only €10 000.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our idea was to make people think what high definition broadcast means. How close you get to the real action with HD picture?

We did this by sending people a flyer or a print insert, which they could crumple to a mini-football and then play with their fingers. With HD broadcasts they can get their hands on the game.

If we can get people to actually do something with our ad, we might them go online and order the new channels.

Explain why the creative execution was relevant to the product or service.
As a brand, Welho is all about enjoyment. Sending people a piece of paper they could crumple suits Welho more than well.

If we can get people to actually do something with our ad, we might them go online and order the new channels.

Bringing the content of TV to the desks of people does the same thing that the product does. Brings them closer to what is happening in the world. In this case closer to the World Cup of football.

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 lot of people crumpled our ad, after reading the instructions. The sales of HD channels went up 50,0 %.
All this was done with a budget of €10 000.