TELESCOPE CALENDAR by Morey Workshop for XIANG TAN

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TELESCOPE CALENDAR

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Industry Credit Cards
Media Direct marketing
Market China
Agency Morey Workshop
Creative Director Morey Lee
Released December 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: XIANG TAN CITY COMMERCIAL BANK
Product/Service: CREDIT CARDS
Agency: Morey Workshop
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: Morey Workshop, XiangTan , CHINA
Creative Director: Morey Lee (Morey Workshop)
Media placement: Direct Mailing - Mail - 10 Nov 2009 -1 Jan 2010

Describe the brief/objective of the direct campaign.
To promote DJ credit card. Essentially, the practicality of the credit card lacks attractive factors, and their practical factors are also difficult to distinguish brands. Nowadays, people buy not only satisfy their material needs, but also get good experiences. Experiences are priceless. Therefore, we combined the credit card’s practicality with people’s desires together: “To spend money for a better purpose”.

Explain why the creative execution was relevant to the product or service.
Essentially, the practicality of the credit card lacks of attractive factors, and their practical factors are also difficult to distinguish brands. Nowadays, people buy not only satisfy their material needs, but also get good experiences. Experiences are priceless. Therefore, we combined the credit card’s practicality with people’s desire together: “To spend money for a better purpose”.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Design a calendar as gift for the customers. Page turning is required in the calendar, and the page turned will form a cylinder, like a telescope. Pictures of the present and the future are at both ends of the telescope. The valuable purchases of the present lead to the priceless experiences of the future. These would remind people to look further. The back of every page had a different pattern, and can create six different telescopes.

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.
80% of the customers completed the questionnaire, which increased the quantity of those who swipe their card by 50%.