Direct > Use of Media
OZONE
10AM COMMUNICATIONS, Singapore / SINGAPORE ENVIRONMENT COUNCIL / 2005
Awards:
Overview
Credits
Overview
BriefExplanation
The Singapore Environment Council (SEC) is a nationally-oriented, independently managed body that nurtures, facilitates and co-ordinates environmental causes and groups in Singapore. As part of an awareness campaign to encourage a more environmentally proactive lifestyle, the SEC wanted to create a mailer/poster to send to schools, corporations and key policymakers to remind them about the urgency of environmental issues. The mailer needed to be memorable and, ultimately, to drive more traffic to the SEC website for more information on how individuals and corporations can implement or participate in environmental programmes.
CampaignDescription
The solution was a perforated calendar printed on heavy stock and delivered via mailer tubes. The current day is displayed when the recipient tears out the previous day on the calendar. Because the calendar is printed on the background of a sky, the "hole in the sky" gets bigger as the year progresses. At the bottom of a calendar, a simple message reminds the viewer that "The problem gets worse every day". Besides being inexpensive and interactive, the agency felt that the cleverness of the solution lay in its choice of medium for the message – calendars have a long shelf life.
Outcome
Approximately 1,000 calendars were sent out, with around 30% responding by email, fax and letters. Among the respondents, many indicated that they thought the calendar was clever, practical, and useful. The client received many requests for reprints, and another 500 calendars were subsequently printed and delivered. Website hits increased by approximately 350% during the first two months after the mailers were delivered. During a telephone survey, many corporations indicated that they would like more information how they could implement recycling programmes in their offices.
More Entries from Flat Mailing in Direct
24 items
