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Strength

Published/Aired: 
June 2008
Description: 

Brief:
Communicate the strength of Scottex kitchen paper towels to restaurant owners.

Solution:
We created a mailing made from real Scottex kitchen paper towels. These mailings were posted 'as is', without an envelope, and sent to restaurants all over Belgium. After a successful series within Belgium (see result) we decided to take things a step further... literally. So we used our agency in New York and a befriended agency in Tokyo. The agencies then sent out a new series of mailings to Belgian restaurants.

Results:
A big hand for the Belgian and world's postal services! All the mailings we first sent out to test the concept in Belgium arrived without any damage. Same went for almost all the mailings we sent in the second round (from NY, Tokyo and Ushuaia). We called all the restaurants to check if and how the mailing was received. 98% of all the mailings reached the restaurants in a perfect state and was considered super original and convincing. Even the series posted from Ushuaia, the world's most southern city, made it all the way to Belgium.

Advertising Agency: Duval Guillaume, Antwerp, Belgium
Creative Directors: Geoffrey Hantson, Dirk Domen
Art Directors: Carsten Van Berkel, Stefan Leendertse
Account Directors: Patrick Clymans, Philippe De Cleen

Comments (14)

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Highest Rated

StPepper23's picture
StPepper23
Activity Score 269

Brilliant

StuartLittle's picture
StuartLittle
Activity Score 468

Good

kgeiger's picture
kgeiger
Activity Score 7287

Nice.

SuperChicMillionaire's picture
SuperChicMillionaire
Activity Score 34

Nope.

Andal's picture
Andal
Activity Score 863

Yup.
_______________
Smart and Funny Signature.

_______________
It's so easy to critic.

ricklongo's picture
ricklongo
Activity Score 1244

Simple, understable, perfectly showing the products benefits and with a wow factor to boot. Just like advertising should be.

monotone's picture
monotone
Activity Score 301

Yes.

ADebutant's picture
ADebutant
Activity Score 266

This is an oldie. Yeah?

"Our factories make cosmetics. We sell hope." -M.Factor

Heaven's picture
Heaven
Activity Score 88

Muy bien!!! El beneficio está ahí, sin necesidad de convencer de otra forma.
POr cierto, el fin principal de la publicidad es vender, de la forma que quieran, pero vender.
Si es hermoso al grado de ser "casi" arte, pero no vende, no sirve.

simon.gross's picture
simon.gross
Activity Score 541

Fuck yeah. It's one of those fantastic "instant get" ideas. Why tell people when you can just show them? Awesome. I'd love to have it in my book. Presently experiencing feelings of intense jealousy. Over time these feelings will fade. Fading. Fading.

whitespace's picture
whitespace
Activity Score 1953

nice.

just hope there weren't stains in some of them.

BOOBJOB LOOBCANNON's picture
BOOBJOB LOOBCANNON
Activity Score 1838

Dull but effective.

We're going to need more lube.

NatalieM's picture
NatalieM
Activity Score 1685

Hmm, this a good test for the product. I'm glad to see that Scottex puts their money where their mouth is!

theanc's picture
theanc
Activity Score 2783

That's very cool. A lot of mailing ideas these days, huh?

PORTUGUÊS: http://augustocorreia.carbonmade.com I ENGLISH: http://augustoinenglish.carbonmade.com

StPepper23's picture
StPepper23
Activity Score 269

Brilliant

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