Cannes Lions

RETAIL

PROXIMITY NEW ZEALAND, Auckland / THE WAREHOUSE LIMITED / 2009

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Overview

Entries

Credits

Overview

Execution

We let guys in on the secret. We were running an ad in New Zealand’s largest paper on Valentine’s Day, and they could each tell their special lady that they had placed it there, just for her. But they hadn’t. We had. And it wasn’t any old ad, it was an AR code that would display their personalised message of love when the guy sat down with our ad and his special lady at his webcam. As well as helping the guys impress their ladies, the registration site also contained vouchers for gifts they could buy at The Warehouse.

Outcome

From an email to our database of 20,000 guys, we achieved:48.80% email open rate.57.93% email click rate.13,348 website visitors and 12.4% increase in sales of promoted items.In addition, we had over 240 guys access our vouchers to make their partner's day even more special.

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