MAGGOT MAIL

Credits & Description:

Category: Dimensional Mailing
Advertiser: CLOWNFISH
Product/Service: SUSTAINABILITY COMMUNICATIONS CONSULTANCY
Agency: Y&R
Date of First Appearance: Apr 29 2010 12:00AM
Entrant Company: Y&R, New York, USA
Executive Creative Director: Ian Reichenthal (Young & Rubicam New York)
Executive Creative Director: Scott Vitrone (Young & Rubicam New York)
Art Director: Alexander Nowak (Young & Rubicam New York)
Art Director: Michael Schachtner (Young & Rubicam New York)
Copywriter: Julia Neumann (Young & Rubicam New York)
Copywriter: Felix Richter (Young & Rubicam New York)
Account Director: Caleb Lubarsky (Young & Rubicam New York)
Content Producer: Helen O'Neill (Young & Rubicam New York)
Content Producer: Robert Beck (Young & Rubicam New York)
Typographer: James Tung (Young & Rubicam New York)
Head of Art: Menno Kluin (Young & Rubicam New York)
Graphics Company: The Madison Group (Young & Rubicam New York)
Studio Manager: Chris Goutos (Young & Rubicam New York)
Content Producer: Analisa Plehn (Clownfish)
Communications Strategist: Tom Crawford (Clowfish)
Media placement: Direct Mail - DM sent out to Top Industry Executives - 29th April 2010

Describe the brief/objective of the direct campaign.
Create awareness and win new business for Sustainability Communications Consultancy Clownfish with an impactful direct mail that won’t be ignored by top company executives in the UK.

Explain why the creative execution was relevant to the product or service.
Most leaders of large enterprises think they're already doing enough for the environment when in fact they're not. That’s why we decided to show them the worst effect of karma if they choose not to care: Being reincarnated as a maggot. Clownfish is a small, up and coming company that needs attention and new clients.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent them Paul Schulman, a living maggot, along with a text that identified Paul as a reincarnated creature, who ruined his karma in his past life as a human, by not thinking enough about the impact his company had on the environment. We knew that our target gets bombarded with mail every day. So we needed to come up with an idea that they couldn’t ignore. Our packages were marked with a stamp reading: ”Urgent! Living Creatures.” The letter encouraged our audience to reduce their companies' impact on the environment and use Clownfish as a partner.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
As the DM piece has only just been released, the results will follow shortly.