Cannes Lions

DIRECT MARKETING COMPANY

OGILVYONE WORLDWIDE HONG KONG, Hong Kong / OGILVY GROUP / 2004

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Overview

Description

We sent impossible-to-resist, 3D direct mail to our top 10 high-value clients. Chinese New Year came early on Jan 22, but our "live delivery" came 2 weeks earlier. This correalted with the proposal that clients start spending earlier. The banana inside the cage unzipped to reveal the cutomised incentive we were offering for spending by March 31 2004 - every offer was designed to generate even more business for OgilvyOne Hong Kong.

Outcome

ROI: 1452%Response rate: 100%Take up rate (clients who met customised targets as specified in individual letters): 20%% lift on total budgetted revenue: 25%. Over 10 times more than planned.PUBLICITYCNBC TV coverage.Regional Media magazine & Hong Kong ET (Chinese magazine)

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