Cool Marketing Thoughts

Here’s a pretty keen approach for a DM for an optician. He wanted to attract clients he hadn’t seen in a long time. Due to deteriorating eye sight over the years, they’d probably be needing new eye glasses at that point. So, the agency created a sales letter in the form of an eye test chart. The optician explains at contacts that their current glasses probably aren’t strong enough anymore – eye sight can deteriorate even when wearing glasses. To demonstrate this, the characters in the letter gradually shrink to a size so small only people with perfect eye sight can read properly. People having difficulties reading those last sentences are invited by the optician for an eye test. The result was that 12% of the contacts scheduled an appointment for a test.

Copy at the bottom of the letter:
“Is it difficult for you to read these letters? If it is, than please drop by for a free eye test”

Agency: Proximity BBDO (Belgium)
Creative Director: Adriaan Van Looy
Art Director: Adriaan Van Looy
Copywriter: Wim Provoost
Production: Sofie Verschaeren

The Gold winner on the Londen International Awards for ‘ambient indoor’ is this installation for the WWF. It’s a pretty simple idea to have the southern american region being cut out of the paper dispenser and to see the nations turn black as more paper is being used. I like the concept a lot, and obviously others did too otherwise it wouldn’t have won a golden trophy. Makes you think about life and the world in general, while you are sitting in that sweet small room. The perfect place to ponder about good intentions.

Agency: Saatchi & Saatchi, Copenhagen
Executive Creative Director: Simon Wooller
Copywriters: Silas Jansson, Cliff K. Holm
Art Directors: Silas Jansson, Cliff K. Holm

Pretty cool campaign from Guatemala, specifically aimed for the students (who have the last three months of the year off from school). Because of this long off-school period, students tend to party a lot more… and drink, which unfortunately then leads to more drunken driving and the consequential accidents. Because Halloween is one of those somewhat more heavy party nights, a themed awareness campaign has been launched where witches have been attached to poles along the roadsides with a traffic sign above it that said: “This Halloween, don’t drink and drive”. Definitely a softer approach, but looking at the target audience, why not. I hope it helps.

Agency: lafábrica&jotabequ GREY, Guatemala
Creative Directors: Diego Rizzo, Ruben Leyton, Sergio Estrada
Art Directors: Manuel Godinez, Maria José Batres
Copywriter / Photographer: Diego Rizzo
Thanks, Ricardo (also on AotW)

ThePlanetDrum, a percussion school in Berlin-Kreuzberg, wanted a cool promotion for their drum lessons. The briefing said that the concept had to be easy to realize, cheap and that it should give people the feeling of what it is like to play the drums and live life at a steady rythm. So… thinking about a place where you’d actually need to use two wooden sticks, the easiest solution seemed to be Asian restaurants, and thus about a 1000 small packets were produced with drum/chop sticks in them. An agreement had been made with the Asian restaurants in the neighborhood of the PlanetDrum school, and even before dinner was served, you’d receive this pack of sticks with on the back instructions of how to hold the drumsticks and use the dish, glass and a possible dinner partner as objects to drum on.

It’s nothing shockingly new, but it’s exactly executed as the customer wanted it. Cost-effective, with a wink. The text on the small pack reads: “Practice makes perfect”.

Agency: WE DO Communications
Creative Director: Christoph Scheller
Art Director: Thorsten Sievering
Copywriter: Mathias Wolf
Via: AotW

A bit like the famous quote of Lt. Col. Bill Kilgore (Robert Duvall) in Apocalypse Now (1979) – ["I love the smell of napalm in the morning."], Saatchi & Saatchi came up with a pretty interesting print campaign to create awareness for road safety in the category: don’t call and drive. In the print ads they sent to the presses, they dubbed the typical fragrance teasers and launched two new smells: Accident and Crash. Browsers of analog press media like magazines could rub the fragrance strip and smell the repulsive odeur of accident. Whatever that smells like, I leave up to you, but seeing the image I bet it would kinda rob you of your appetite. Never seen this one before.

Agency: Saatchi & Saatchi, Praha
Medium: Print
Via: Adverblog / ReklamniBlog