Big Orange Self Storage Print FREE SAMPLE by Ogilvy & Mather Singapore


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Industry Consumer & Public services
Media Print, Magazine & Newspaper
Market Singapore
Agency Ogilvy & Mather Singapore
Art Director Cinzia Crociani
Copywriter Sridhar Gopalratnam, Alexandre Noel
Released April 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: BIG ORANGE
Chief Creative Officer: Steve Back (Ogilvy & Mather Singapore)
Copywriter/Art Director: Daniel Barrett (Ogilvy & Mather Singapore)
Creative Group Head/Copywriter: Ross Fowler (Ogilvy & Mather Singapore)
Copywriter: Sridhar Gopalratnam (Ogilvy & Mather Singapore)
Copywriter: Alexandre Noel (Ogilvy & Mather Singapore)
Art Director: Cinzia Crociani (Ogilvy & Mather Singapore)
Managing Director: Robert Doswell (Ogilvy & Mather Singapore)
Planning Director: Owen Dowling (Ogilvy & Mather Singapore)
Media placement: Dimensional Direct Mail - Direct Mail - 01 April 2012

Describe the objective of the promotion.
The campaign aimed to promote the benefit of self-storage, and Big Orange in particular, to both new and existing customers. We wanted to help people to think a little differently about self-storage, and leave Big Orange top of mind among potential customers with a DM communication that would get noticed.

Describe how the promotion developed from concept to implementation.
The promotion is a very simple idea, with a simple mechanism. It developed little from conception to implementation. The only changes along the way were design-based trials, after which we decided on a minimal ‘special delivery’ look and an intriguing ‘free sample’ sticker to entice people to investigate the package. A discount voucher rewarded people’s curiosity.

Explain why the method of promotion was most relevant to the product or service.
Big Orange is all about space. That’s their product. We gave a free sample of that product. By positioning space as a valuable, almost tangible commodity and not a dull, utilitarian necessity, we elevated the idea of self-storage and left Big Orange top of mind among potential customers. The ‘free sample’ was targeted and big enough to stir interest and bypass people’s DM spam filters.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Calls to the main Big Orange hotline increased by 23% in the period following the promotion.