Ogilvy Belgium developed a new strategic approach: 'Redefine your Combat' to become top of mind with marketing and communication professionals. With new questions, we wanted to challenge our prospects and clients’ way of thinking. Yes, ways of communication have changed but has your organisation changed as well to respond to these new challenges? To tease new potential clients we created a direct mailing which reflected our new drive for combat!

We based our new philosophy on the strength of martial arts. In martial arts it's not about being the strongest or the biggest. It's about being the smartest. It's about a true knowledge of your inner self. Abandoning traditional thinking. Using all your assets to fight and conquer. Key elements of martial arts are creativity, flexibility, energy, efficiency, respect and balance. Elements that needed to be reflected in the design. A wooden box contained our beautifully designed manifesto, printed and folded in a special Chinese way. Dare to break the wooden box is the first challenge and immediate translation of the strategic idea.

Mechanic: a remarkable, teasing and personalised direct mailing is individually delivered. On the outside the addressee is invited to film him/herself while breaking the box and send it to us. The addressee is called directly a few days later and invited to meet Ogilvy. Based on a well reflected telephone script.Results:- Opening rate direct mailing >99%- 255 meetings (> 85% hot leads)- >50% sent picture/movie- Lots of free publicity in specialised press