2012 Winners & Shortlists

The Brief

twofour54 invested in the standard worldwide media software Adstream. Adstream is a new tool for the MENA region, an established global media exchange for advertising agencies, broadcasters, publishers and brand owners that can help them to create, manage and distribute their advertising assets across any geography quickly and efficiently. The Recycle Direct Mail piece was created to raise the profile of Adstream’s availability as part of the production facilities at twofour54.It invited ad agencies, media agencies and large TV advertisers to sign up to use the software and benefit from a discount promotion.

Creative Execution

“Recycle” execution provided a physical solution to reuse old existing Beta Cam tapes which had no future purpose. These tapes have been outdated by Adstream’s digital delivery service so this the execution gave the recipient one last beta cam tape to keep as a souvenir since they will never need to use them again, “goodbye tapes.hello Adstream”

Describe the creative solution to the brief/objective.

The target audience are creative people within the media and entertainment industry so the message needed to be delivered in an engaging format. As Adstream will cancel the use of beta cam tapes and the client had a vast supply of redundant tapes the concept “Recycle” was born. These old tapes were reworked into a DM for the recipient to keep as a souvenir, as this is the last time they would need see them if they sign up to use Adstream. The introductory offer was delivered as part of the print onto the tape packaging with a tracked promotion code.

Results

This DM went to specified target customers, 60 were produced in total. Up to date twofour54 received 20 calls back to learn more about the software and ask for more details. A high response rate of almost 30%.