Cannes Lions

PROMOTIONS AGENCY

PROXIMITY DEC, Barcelona / PROXIMITY / 2005

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Overview

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Credits

Overview

Description

Based on one of Danone´s star products (Actimel) this 2-pronged mailing action involved the creation of a parallel "product" called Actidec which would enable Danone to boots its sales by reinforcing and enhacing its communication by trying DEC´s fresh ideas. The first mailing involved the receipt of a teasing box containing the new Actidec. This introduced the agency on its packaging and the labeling. The pack contained only 5 small packs the labels of which detailed 5 different aspects of the agency: product (agency), tastes (range of services), ingredients (workers), consumers (clients) and awards (acknowledgements). The reason why one pack was missing was not disclosed. In the resolution mailing, the product manager received a small tabletop fridge that invited him or her to "try out" DEC's fresh ideas.

Outcome

Number of contacts: 11. Telephone Contacts Received: 7 (65%). Presentations performed: 4 (57%). Award: John Caples International Awards: Third Place.

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