Corelle Film, Digital Post a Plate by Mccann Sydney

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Post a Plate

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Media Film, Digital, Interactive & Mobile
Market Australia
Agency Mccann Sydney
Creative Director Kieran O'flanagan
Released May 2012

Awards

Clio Awards, 2013
Direct Direct Mail Gold

Credits & Description

Category: Dimensional Mailing
Advertiser: WORLD KITCHEN
Product/Service: CORELLE PLATE
Agency: McCANN SYDNEY
Senior Art Director: Damian Sloan (McCann)
Senior Copywriter: Jessie Jordan (McCann)
Creative Director: Kieran O'Flanagan (McCann)
Client Services Director: Nicole Gardner (McCann)
Senior Account Manager: Katie Salmaggi (McCann)
Account Executive: David Milner (McCann)
Planner: Guy Marshall (McCann)
Media placement: Direct Mail - PR Companies And Publication Editors - 2nd April 2012

Describe the brief/objective of the direct campaign.
The brief was simple. Communicate Corelle's USP of being the 'unbreakable' plate to key media outlets to generate free PR. The campaign had to be highly targeted and run on a shoe-string budget.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution involved turning the DM piece itself into a product demonstration, communicating effortlessly our USP of 'Unbreakable'. We mailed an actual plate, unwrapped, using the face of the plate as the address panel. A simple message written on the back stated 'A plate that could survive the mail, can survive anything.' Corelle.

Explain why the creative execution was relevant to the product or service.
The idea and its execution communicates the proposition of 'unbreakable' simply and exactly. The DM piece created a perfect and entirely original synergy between; product, message and medium. No other plate could do this.

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.
The plate arrived intact at each media outlet we were looking to connect with, and from whom we desired PR. All of them contacted us to find out more and PR is beginning to flow. Demonstrating the age-old power of a simple message communicated in an innovative way.