Doom & Dickson Promo SWANK by Doom&Dickson Amsterdam

SWANK

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Industry Advertising agencies, Business equipment & services
Media Promo & PR
Market Netherlands
Agency Doom&Dickson Amsterdam
Creative Director Jaap Sinke, Ferry Van Tongeren
Client Service Director Frieda Ulsamer De Waard
Producer Jauko Hartveldt
Released September 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: DOOM&DICKSON
Product/Service: ADVERTISING AGENCY
Agency: DOOM&DICKSON
Date of First Appearance: Sep 19 2010
Entrant Company: DOOM&DICKSON, Amsterdam, THE NETHERLANDS
Creative Director: Jaap Sinke (Doom&Dickson)
Creative Director: Ferry Van Tongeren (Doom&Dickson)
Client Service Director: Frieda Ulsamer De Waard (Doom&Dickson)
Account Manager: Suzanne Van Dijck (Doom&Dickson)
Producer: Jauko Hartveldt (Can Do Anything)
Media placement: Swank, building wrapping - In Front Of The Doom&Dickson Office - 19 September 2010

Describe the objective of the promotion.
The philosophy of our Amsterdam-based agency is ‘to tell stories worth sharing’. That’s why ten years ago we came up with two fictitious ad men, the ‘founding fathers’ of our company. Jack Doom, grandmaster in the area of creativity and Bill Dickson, pioneer in the field of effectiveness.

Every once in a while we feature them in a creative campaign to raise the top of mind awareness of Doom&Dickson within the target audience of existing clients, prospects and industry colleagues.

Describe how the promotion developed from concept to implementation.
Jack&Bill are just like their contemporaries and good friends Winston Churchill, Pablo Picasso and ‘Johnny F.’ Kennedy, known far and wide for their catchy one-liners. When the agency building was in scaffolding for a paintjob, we seized the opportunity to create our own building wrap to raise awareness and generate some free publicity for Doom&Dickson.

We featured a huge photo of Jack&Bill (basically our logo), accompanied by one of their ‘famous’ swanky quotes: “God created man. For anything else call us.”

Explain why the method of promotion was most relevant to the product or service.
Jack Doom & Bill Dickson’s ‘wisdom and knowledge’ cast a long shadow over our agency and advertising in general. We emphasise the mark these two gentlemen left by one of ‘their quotes’ that says it all.

Our agency building was less visible due to the scaffold necessary for the outdoor paint job. Fortunately we managed to turn this around with a creative solution that generated free advertising space. Thanks to Jack&Bill everyone now knows where our agency is located.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The larger than life Doom&Dickson building wrap made sure nobody in the area could miss out on our agency when passing by.

Extra free publicity was generated via the pictures of the ‘swank’ that spread through social media. This even resulted in various postings on Dutch advertising blogs, which made sure the relatively small advertising industry focused around the Amsterdam region (our agency home base) got Doom&Dickson top of mind again.