Direct > Strategy

BITE-SIZED POSTCARDS

MRM WORLDWIDE, London / NEWSPAPER MARKETING AGENCY / 2007

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Overview

Credits

Overview

ClientBriefOrObjective

The Newspaper Marketing Agency has evidence that newspaper advertising can help build brands and increase sales. But their target audience of media and account planners are busy, sceptical people.

Many have fixed ideas about the effectiveness and appropriateness of newspaper advertising. They think newspapers are fine for tactical purposes, but not good for brand building.

Our brief was to persuade this audience to reconsider newspaper advertising as an effective medium for their clients and their brands. Show them the independent evidence from a number of big brand case studies proving newspaper advertising works. And encourage them to find out more.

Outcome

Headline-grabbing results. The campaign overall pulled an average 20% response - 150% over target – with a 40% increase in website traffic and a 41% increase in recipients reading the reports online.

Research showed high audience approval, with the postcards described as ‘clever, impactful, characterful, interesting and intriguing’, with ‘clear, concise, well-focused messaging’ and high ‘keepability’. One planner at a top-10 London agency emailed: ‘I received your “L” plate mailer which I thought was excellent. It was eye catching and intriguing and to the point with headline facts. Easily enough for most car planners to be motivated to find out more.’

Solution

We decided quick, bite-sized facts from the case studies, involving brands that are directly relevant to the clients they work with, would get our tough audience to sit up and take notice. And persuade them to read the full reports online.

We created a series of charming, witty and engaging postcards. Designed to amuse and inform quickly and effectively. Each postcard was created to be eye-catching, tactile and relevant to the planners receiving them. Each contained a clever play on the featured brand and a quick, top-line taster of the results achieved through newspaper campaigns.

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