Cannes Lions

RETAIL STORE

OGILVYONE WORLDWIDE, London / MOTHERCARE / 2005

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Overview

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OVERVIEW

Description

We devised a mailing in the style of a child’s ‘mix and match’ book, which builds on the idea of a toddler’s tendency to want to dress themselves. This enabled us to show a wide range of clothing as well as ideas for how to combine different items. Even if those items are a tutu, beret and a pair of Wellington boots.The mailing was incentivised with ‘Bank of Mothercare’ money (vouchers disguised to look like toy money, the right size and shape to fit neatly into a wallet).

Outcome

At present it is too early to give exact results but initial feedback from the media effectiveness model indicates a 2.5% uplift per 1,000 mailed, with a total uplift of 350K, which is a 3:1 ROI.

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