Direct > Use of Direct Marketing
FLASHLIGHTAD
QUORUM/NAZCA SAATCHI & SAATCHI, Lima / FENIX FLASHLIGHT / 2014
Overview
Credits
Overview
ClientBriefOrObjective
OUR CLIENT FENIX BRIEFED US TO LAUNCH THE NEW LINE OF PERSONAL FLASHLIGHTS.
THE PROBLEM IS THAT FLASHLIGHTS ARE NO LONGER SEEN TO BE AS USEFUL AS THEY ONCE WERE.
AN EASIER AND A MORE ACCESSIBLE SOLUTION TO A BLACKOUT IS A SMARTPHONE. SO OUR CHALLENGE WAS TO PUT OUR BRAND AND OUR PRODUCT IN THE MIND AND HANDS OF THE MODERN AGE MAN.
Execution
THE ORDER WAS A PRINT AD BUT WE MANAGED TO TAKE OVER THE ENTIRE MAGAZINE BY TRANSFORMING IT INTO A PERSONAL FLASHLIGHT.
THIS WAS EASILY ACHIEVED WITH ONE LED AND TWO BATTERIES THAT MAKE CONTACT WHEN THE MAGAZINE IS ROLLED.
OUR PRODUCT WAS ACCESSIBLE TO EVERYONE WHO HELD THE MAGAZINE
Implementation
WE DESIGNED A SPECIAL MECHANISM MADE BY ONE LED AND TWO BATTERIES THAT MAKE CONTACT WHEN THE MAGAZINE IS ROLLED. THIS IS HOW WE TRANSFORMED OUR DOUBLE PAGE AD INTO PERSONAL FLASHLIGHT.
Outcome
WE HAD 17% MORE SALES THAN WHAT WAS EXPECTED IN THE FIRST MONTH WITH A RESPONSE OF 38% OF THE MAGAZINE READERS.
AND THE MOST IMPORTANT THING IS THAT WE TRANSFORMED OUR DOUBLE PAGE AD, AND THE COMPETITOR´S AD, INTO OUR PRODUCT, TAKING OVER THE WHOLE MAG.
WE PUT OUR PERSONAL FLASHLIGHT AND A WHOLE NEW ADVERTISING EXPERIENCE IN EVERY READER´S HANDS.
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