THE PEN IS MIGHTIER THAN THE EMAIL
Brand | RIVOLI GROUP |
Product/Service | MONTBLANC |
Entrant | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Category | Mailings |
Entrant Company: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
DM/Advertising Agency: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
The Brief
In today’s digital age, no one writes letters anymore. Not a delight for a brand that celebrates the art of writing. Montblanc’s objective was to counter this development with a well targeted direct campaign.
Creative Execution
Everything about this mailing became our message. From the haptic experience of the paper to the choice of ink. Every letter was written with a Montblanc pen – the perfect product demonstration.
Describe the creative solution to the brief/objective.
The idea: to demonstrate how a handwritten letter can make a difference.
We turned typical spam emails into beautifully handwritten letters and sent them to high profile contacts: radio show hosts, journalists, bloggers, etc. The message: There is nothing more genuine than a handwritten letter.
Results
The outcome: the written word turned into word of mouth and $33,000 worth of free media (on and offline). But more importantly, writing letters became a trending topic and Montblanc its ambassador.
Credits
Steve Hough |
Memac Ogilvy & Mather |
Executive Creative Director |
Ramzi Moutran |
Memac Ogilvy & Mather |
Creative Director |
Sascha Kuntze |
Memac Ogilvy & Mather |
Copywriter |
James Purdie |
Memac Ogilvy & Mather |
Art Director |
Sukesh Babu |
Memac Ogilvy & Mather |
Production Manager |
Gregory Richman |
Memac Ogilvy & Mather |
Production Director |
Amit Gadkari |
Memac Ogilvy & Mather |
Deputy General Manager |
Khalil Salem |
Memac Ogilvy & Mather |
Business Director |