Sun, 20-Jul-2008

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Direct Mail Case Study-Jul'07
Published: Jun 21, 2007 Pole position Using direct mailers to finish the marketing race on top In order to recognise the tremendous potential of Formula One for advertisers to reach their target consumers and to facilitate sponsorship sales, 400 direct mailer pieces were sent out in the region to Singapore, Malaysia, Thailand and Hong Kong as well as Korea, Indonesia and the Philippines. The campaign was launched in April 2007 and was targeted at end clients, marketers and media agencies .We wanted to showcase the extensive coverage with shoulder programmes along with the ‘live' broadcast of each race: Qualifying, ‘Live', Highlights, Season Review, Race Day, and Chequered Flag. Direct mail was an ideal channel because it provided an opportunity for creative execution to achieve maximum impact and top of mind recall. ESPN STAR Sports worked with our creative agency, Saatchi & Saatchi to produce a direct mailer campaign. The creative solution leveraged heavily off the main communication message which was ‘Circuit guide to finishing the marketing race'. The direct mailer took the form of an actual bottle of premium champagne which is a beverage closely associated with Formula One. The champagne was packaged in a black, non-branded carrier, with a teaser ‘A little something to celebrate your victory in the marketing race'. This direct mailer came with a booklet title ‘Circuit guide to finishing the marketing race on top', containing six winning factors to help your brand finish first. The six factors were:
This campaign was to ensure top of mind recall when the target audience is making a decision to sell their clients' brand. The direct mailer was well received, becoming a talking point amongst our 400 recipients and garnered a 2% response rate. The Mail: Objective: To highlight the host of advertising opportunities with Formula One on ESPN STAR Sports. APPROACH: A premium champagne bottle wrapped in a black, non-branded carrier sent with a booklet containing six winning factors for marketing success. Results: The direct mailer was well received with a response rate of 2%. Paras Sharma Director of Marketing & Corporate Communications ESPN Star Sports ESPN Star Sports Related Stories:
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