Uncle Grey Print A Christmas Invoice by Uncle Grey Copenhagen

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A Christmas Invoice

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Industry Advertising agencies, Business equipment & services
Media Print, Magazine & Newspaper
Market Denmark
Agency Uncle Grey Copenhagen
Creative Director Jesper Jørgen Hansen
Copywriter Jesper Jørgen Hansen, Mia Lykkegaard Farver
Released April 2013

Credits & Description

Advertiser: UNCLEGREY
Agency: UNCLE GREY
Category: Flat Mailing
Copywriter: Jesper Jørgen Hansen (UncleGrey)
Art Director: Mia Lykkegaard Farver (UncleGrey)
Copywriter: Mia Lykkegaard Farver (UncleGrey)
Head Of Production: Rasmus Olesen (UncleGrey)
Creative Director: Jesper Jørgen Hansen (UncleGrey)
Account Director: Charlotte Porsager (UncleGrey)

Client Brief Or Objective
The brief was the most hated of all: The Christmas Card, always briefed at the last minute. "Do something creative. The budget is close to nil. Can we have something by tomorrow?"Most Christmas cards end up in receptions. Standing there among all the other suppliers' cards. Unless of course you choose to send them an expensive gift; something most clients aren't allowed to receive anymore.How could we do something cheap, fast and different? We looked into the things we would usually send to our clients and stopped when we found the invoice.There was something there, we could use.

Implementation
We came up with an idea that could turn the most hated of all mail into an act of kindness, caring and love. We created a fake invoice on specially printed paper, with a lot of billed hours outside office hours and attributed to the core team from the agency.Then we wrote the huge total in bold, with a special Christmas discount for the full amount and a small message next to a red heart: No matter where we are, we are thinking about you. Merry Christmas. The reaction we wanted was a phone call or a mail.

Execution
Invoices usually mean you have to pay lots of money. But we turned things upside down and made it an act of love and kindness instead. In a surprising way, at first we made them puzzled or perhaps even a bit angry and then we made them smile. By getting the message across in an unusual way we got our Christmas greeting to stand out from all the others our clients received. And isn't making your message stand out what a great advertising agency should be able to do?

Outcome
Out of the 227 invoices sent we recieved calls or mails from 204 clients. Some were confused and some had figured it out and and wanted to compliment us. 8 calls went to our financial department which was briefed to ask if our logo was in gold (usually its silver) on the invoice and then politely ask the client to look at the bottom of the invoice. 196 calls went to account directors, who got an exceptional opportunity to wish their clients a personal, merry Christmas.Total cost was €9,146. Cost per response was €44.83.