PASS THE PARCEL by Bmb London for BEATTIE MCGUINNESS BUNGAY

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PASS THE PARCEL

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Industry Stationery, Business equipment & services, Corporate Image
Media Promo & PR
Market United Kingdom
Agency Bmb London
Designer Caleb Al Jorani
Producer Jon Chads
Released December 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: BEATTIE MCGUINNESS BUNGAY
Product/Service: CHRISTMAS CARD
Agency: BEATTIE McGUINNESS BUNGAY
Date of First Appearance: Dec 10 2010
Entrant Company: BEATTIE McGUINNESS BUNGAY, London, UNITED KINGDOM
Entry URL: http://www.bmbagency.net/flash/Main.html
Copywriter/Creative Director: Ben Walker (BMB)
Art Director/Creative Director: Matt Gooden (BMB)
Designer: Caleb Al Jorani (BMB)
Technologist: Arthur Tinsley (BMB)
Producer: Jon Chads (BMB)
Senior Producer: Tyrone Hannick (BMB)
Media placement: Email - Email - 10 Dec 2010

Describe the objective of the promotion.

The objective of the promotion was to provide our clients with some Christmas entertainment and fun, whilst building stronger ties as we looked forward to another year of working together.

Everyone loves Christmas presents, so we wrapped some up, and played a bit of pass the parcel. But we did it on line.

Describe how the promotion developed from concept to implementation.
We bought some pretty sought after presents ipads, Kindles and Furreal Pets, digitally wrapped them and sent parcels out to our clients by email.
As soon as they got the e-mail the client had a 5 minute window to tear off the wrapping. If they missed this, the parcel was snatched before their eyes and passed on to next participant via email.
If they responded in time, they got to unwrap a layer. In true pass the parcel style, if it revealed another layer, they had to pass the present on.
The lucky client that peeled off the last layer won the present.

Explain why the method of promotion was most relevant to the product or service.
The product/service in this case was BMB. The promotions’s sense of playful, honest fun was a true reflection of BMB’s ethos and relationship with its clients.

Describe the success of the promotion with both client and consumer including some quantifiable results.
To help build expectation clients could keep track of the presents using our parcel tracking map.

In this case the clients were the consumers, and 3 months after the campaign clients are still talking about it. Out of the 300 clients we mailed, over 90% engaged with the invite email and 65% then chose to opt back in for a second round.