2013 Winners & Shortlists

X RAY

BrandAR JUBAILI
Product/ServiceMAINTENANCE SERVICE
EntrantRÉPUBLIQUE Beirut, LEBANON
CategoryMAILINGS
Entrant Company RÉPUBLIQUE Beirut, LEBANON
Advertising Agency RÉPUBLIQUE Beirut, LEBANON

The Brief

One of Lebanon’s leading generator companies, A.R. Jubaili & Co. wanted to create increased interest in their generator maintenance services, encouraging existing customers to renew their contracts and convincing new customers to switch companies. In a country where regular power cuts are the norm and nearly everyone owns a generator, the strategy was to persuade customers to sign a maintenance contract with A.R. Jubaili & Co. so that they would never have to worry about faults or breakdowns. Having not advertised in a while, a creative solution was needed to remind customers of A.R. Jubaili & Co.’s leading market position.

Creative Execution

A.R. Jubaili & Co. prize themselves on having the country’s most skilled and professional team of inspectors, offering the most thorough maintenance services. We gathered an extensive customer database and sent them a sealed official-looking brown envelope that appeared to be sent by a radiologist. Inside was an x-ray of a generator and a letter explaining A.R. Jubaili & Co.’s ‘diagnosis’ of their current situation. Our medical treatment of the mailer heightened the necessity of the company’s maintenance services. Just as one wouldn’t forgo a doctor, one could not ignore the importance of proficient generator maintenance.

Describe the creative solution to the brief/objective.

In a world where someone is always trying to sell you something, we had to create a mailer that would be appealing enough to speak to a wide audience of decision makers and not be cast aside as mere promotional material. Our objective was to send them a mailer that would hold their attention long enough while we presented our argument as to why they should sign a maintenance contract with A.R. Jubaili & Co. Our final creative solution clearly communicated the professional level of the company’s maintenance services and reminded recipients of A.R. Jubaili & Co.’s unique brand personality.

Results

Our x-ray was sent out to over 1000 people. The response was slow at first, but as it grew it became clear that customers were waiting for their current maintenance contracts to expire before making the switch. Many of A.R. Jubaili & Co.’s current customers renewed their contracts and several new customers, who had previously forgotten about A.R. Jubaili & Co. called to purchase their next generators. Within the first 2 months of sending the mailer, 15% of recipients signed new maintenance contracts and by the end of the year, that number increased to 25%.

Credits

Name Company Role
Layla Naamani République Art Director
Fadi Mroue République Creative Director