2011 Winners & Shortlists

The Brief

To inform the target audience that all electronics purchases made at Jumbo Electronics are covered by the Jumbo Protection Plan against breakage and other uncertainties.

Creative Execution

We magnified the solution to a problem faced by consumers. The creative execution highlighted protection against uncertainty by visually demonstrating a problem-solution scenario. It is relevant to the service because of the execution itself.

Describe the creative solution to the brief/objective.

To emphasize the importance of Jumbo Protection Plan we sent our target audience an envelope, which contained four pieces of paper. When put together, it revealed a letter that explained the perils of uncertainties and elaborated on the benefits of the Jumbo Protection Plan. The content of the letter made the target audience to realise that compared to the torn letter it's far more difficult to put together a broken mobile phone or laptop.

Results

This cost-effective mailer was sent out to 8,000 customers directly and in an engaging manner, filling them with a measure of confidence. Within two weeks, the customer service team at Jumbo Electronics received more than 600 enquiries regarding the Protection Plan. We also witnessed greater footfall in the stores during the same period.