Rapp: Button
Advertising Agency: RAPP Colombia, Bogotá, Colombia
Creative Director / Copywriter: Pablo Castro
Art Director: Yesid Suárez
Planning: Ana María Lozano
Production: Eliana Álvarez
Released: January 2009
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25 Comments
can somebody pls. explain the technology??
they showed me a picture & i laughed
dignity has never been photographed
smart..
TAMER SAMY
www.leapstudios.net
what?
it seems there's a good idea but we don't have enough explaination!
Critics are easy.
It is one of those stamps that people use to address envelopes or mark files. These stamps are personalized for the person receiving the DM. When they push down on it, the ink leaves the personalization on the DM piece. I'm not sure of the sensibility behind it. But it is always fun to receive a stamp with your name on it.
why should i push it not but not just open?
just because it locks the wrapping. to unwrap the mail you need to push this button-like thing first. and once you did, your name stamped on the mail...
cute indeed... but limited execution possibility.
Nice idea. But how does this DM get mailed to the right person in the first place?
Nice idea, but how does this DM get mailed to the right person in the first place?
I'm sure they have a database. My question, though, is what's the purpose behind it?
================================================
I think; therefore I am
Very Nice1
here is the short rationale that was sent with this DM...
With RAPP launching a new brand worldwide, our office in Colombia had to make clients feel personally involved with the new image. So we conducted an online survey asking all of our clients, among other questions, what their favorite punctuation mark was. Days later, we sent out a mailing that was innovative on two counts: 1- upon pressing a large "button", the box opened itself, and 2- only then the receiver discovers the button is really a stamp with his own name and his preferred punctuation mark. He has just personalized his own communication, and now his name is our brand, our brand is his name.
The results? Clients loved it so much, their names (and our brand) have been showing up everywhere, on all sorts of other communications.
Winner of a 2009 AMAUTA award (Latin America´s ultimate direct and interactive marketing award)
Is innovative and genuine. Excellent Performance!
Very nice idea! I just wonder what kind of results they had... what can you measure there?
Nice idea !!!
I saw this piece as a judge at the AMAUTA awards, and not only is it a great way to impress and surprise a client, what the online board doesn't mention is how cleverly crafted the box/letter is. As soon as you push the button, it opens itself!!!
Very well done, RAPP Colombia!!!
Cool. Thanks for extra explanation. Very nice, and proves DM can be great.
Super DM piece... very innovative indeed
Está muy muy chévere parceroooossss!!!! desde RAPP Ecuador.
UNA MUY BUENA PIEZA, QUE JAMAS SALDRIA DE LA CABEZA DE PABLO CASTRO.
genius!
Querido "Guest"....
Piezas tan buenas como esta nunca salen de una sola cabeza... pero sí puedo confirmar que salió de las cabezas de Yesid Suárez y PABLO CASTRO. Pero bueno, gracias por ser mi ANTIFAN!!! Att: Pablo Castro
Felicitaciones, Pablo!!!
No sabía que tu cabeza era tan conocida, tan famosa, tan bien estudiada por los Antifans (como bien has bautizado a los idiotas que aman odiar a los que sí hacen cosas) ¿Cómo habrán hecho para determinar con tanta certeza si una pieza salió de ahí o no ? Una verdadera proeza.
Ah, y felicitaciones también por la pieza...
Nice to see great work come out of Colombia.
Very unique idea...super DM piece....
I wonder... how it opens, what technology????