2010 Winners & Shortlists

The Brief

Develop a direct mailer to be sent to media representatives to communicate the launch of the National Geographic Abu Dhabi Channel. Media representatives receive an excess amount of direct communication and therefore it was important for the piece to stand out from the rest as well as remain in their sight for a longer period of time. We wanted the people who received these pieces to spend a little time with them and then keep them in their office or take them home

Creative Execution

Each targeted media representative received a box containing a clay flower pot, an origami flower, a sealed pouch of soil, instructions and a launch announcement. The message was printed on special ‘plantable paper’ (seeds inlaid in the paper bloom into plants once the paper is put into soil and watered) and folded into an origami flower. Not only is the whole package and its contents environmentally-friendly, but the process of planting something and watching it grow is completely in line with the channel’s content. This piece is a perfect blend of the communication objective and the values of the brand.

Describe the creative solution to the brief/objective.

The solution was to create a direct mailer that asked for the recipient’s engagement and care over a period of time in return for something that would bring a little life into their office space… much like how the launch of National Geographic Abu Dhabi was adding a little life to TV screens across the region. True to National Geographic’s purpose of leading the environmental cause, this piece is a message that is entirely recyclable and natural.

Results

Because the target was not a consumer but media representatives, results were not in terms of return on investment, directly. Because the direct mailer coincided with the trade launch, it helped the brand be top-of-mind with the right people at a crucial moment. Quantity distributed: 800 Country: UAE