Due to the abundance of seminars, it’s hard to motivate marketeers to come to yet another one. Let alone commit to a half-day seminar. And then we were aiming for a higher number of high quality leads. It was clear we needed a disruptive mailing to create high impact.

We used old media to sell more new media in the future.

We started from old marketing book pages because that’s where marketeers get their knowledge from. That’s what they do know.

But the DM had to be disruptive. So we tore old marketing books apart. And printed our invitation on these shredded pages. We also used an old press to enhance the idea that the marketing strategies of most marketeers are dated.

Each mailing was unique, containing 2 shredded sheets of a different marketing book.

For registration we gapped the bridge between old and new media and set up on online platform where they could easily register for BBDO Connect sessions.

No less than 311 of Belgium’s leading marketeers registered to BBDO Connect. A 30% increase in response compared to other BBDO seminar invitations.

Cost per actual lead was € 7.28 - which is quite low cost considered the high quality of the participants. It is still too early to calculate the return on investment, but after the event the first appointments were made to further discuss the possibilities for their brands and companies.