Cannes Lions

FOUNDATION

DEC BBDO PROXIMITY, Barcelona / FUNDACIO EXIT / 2003

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Overview

Description

MAILINGA concept was drawn up: recyclingBusiness owners received at their office an envelope with the heading. 'PLASTIC; PAPER; GLASS'. In addition, on the stamped flap: 'ON THE STREETS OF BARCELONA THERE IS SOMETHING EVEN MORE IMPORTANT TO RECYCLE'.Inside, they found a disassembled recycling bin.On the front: 'RECYCLE PEOPLE' and contact number. On the back: 'THANKS'.The container should be filled with the telephone numbers of people interested in FE. The request would be picked up in a month.FOLLOW-UP Pencil holder in the shape of the container, sent to previously contacted entrepreneurs with the whole message.

Outcome

Mailing capture + insistence (1000 contacts)Interested: 157 (15.7%).New Collaborators: (aside from collaboration with the container)107 (10.7%).Conversion Index: 68.15%.

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