2007 Winners & Shortlists

The Brief

6

Describe the creative solution to the brief/objective.

– Non-Double A paper inserted into envelopes were mailed to key decision makers in companies. The paper was glued to the envelope from the inside making it difficult to be pulled out. On finally getting it out, the paper emerges torn with the message, 'Frustrated with paper jam in your printer ? The underlying message being to opt for a superior quality paper that doesn't get jammed in the printer – Double A

Results

5000 DM's were sent out to the target audience (administrators, secretaries and other purchasing decision makers). A subsequent calling exercise to the 5000 target was conducted to get their initial reactions to the DM. Most of the target audience enquired with their local vendors about DoubleA and some requested samples to be dispatched.