Cannes Lions

INTEGRATED MARKETING

EURO RSCG 4D, Amsterdam / EURO RSCG / 2005

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Overview

Description

Although extremely relevant, consumer research is often seen as theoretic and abstract. We wanted to change this. To be assured of impact and attention we chose a striking appearance. A fine, red box, which breathes the house style of Euro RSCG, with a doll in it. With the doll we wanted the Prosumer to come alive in the minds of our prospects. The Prosumer has a unique name and (miniaturised) media that the Prosumer uses intensely. With this we wanted to ensure that the mailing became a conversation piece. The Prosumer name was used to log in on our Prosumer site: www.prosumer.nl

Outcome

The results exceeded our expectations. The response to the Prosumer mailing was significantly higher than expected. The logins, the reactions through email, the demand for handouts and even the presentations were far above expectation. Our goal was to get 3 new clients but the result was 6 new clients, and we still have some serious ongoing leads. The mailing has been received very well. Only twice did we receive a negative reaction. When we called our prospects everybody remembered the mailing. The impact and the attention value were very high. A lot of prospects will keep us in mind.

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