Draft thinks in terms of multi-strategies: consumer brand activation, business brand activation, trade marketing and sales strategies, as answers to requirements for a new marketing landscape. Draft rewrites the traditional anecdotes of communication, to make its clients’ campaigns more surprising and effective, Re-Communication. Rewriting of the story for a few well-known classic fairy tales. Result: telling visuals, a simple message and a dash of humour to underline our philosophy. Integrated communications plan: ads & posters in professional papers, magazines, and a one-to-one approach (teaser, follow-up mailing and telephone follow-up).

We contacted 125 Big and Medium Fish x 4 contacts (full decision unit). Flow: Screening database, teaser mailing, follow-up mailing, telemarketing follow-up, vision Agency, free audit, presentation or audit recommendation. Results: 42% appointments for agency presentation. 53% success rate for reception of briefing. 43% success rate in winning the client. The campaign was outstandingly received, because of its surprising, attractive and aspirational character. Reactions like ‘surprisingly new for the market’, ‘campaign challenged our advertisers’, ‘nice aspirational creation'. Draft has also created a new terminology: ‘brand activation platform’-‘activation of brand & sales’.