Fitzgerald & Co./Cryovac
MarketOne, Decatur, Ga.
"Cryovac Pet Food: Lead Generation" Cryovac took its expertise in packaging human food to the pet-food market, introducing new packaging with multiple features such as resealability and moisture barriers. Each of 171 new prospects from the specialty and super premium pet-food manufacturing market received two sample bag mailings: one stuffed with an Omaha steak on dry ice, the other with caramel corn. Benefits of the popcorn's package were printed on the bag itself, such as "K-9000 bags keep oxygen out and lock in freshness and taste." The company spent $111,000 on list work, creative development, production and implementation, postage and analysis. The high-impact mailers drew 24 orders, and Cryovac projects initial sales of $2.4 million for two of the leads.
OgilvyOne Worldwide, New York
"PeoplePC" Simple, straightforward TV and radio commercials delivered by a compelling character named Mark John Jeffries pulled in calls whether the ad for branded personal computers with bundled technology ran during prime-time sports or late-night syndication. A three-week network blitz gave the product high visibility and buzz, while ads on cable drew 800,000 responses. The ads directed consumers to sign up for the PCs via 1-800-PeoplePC or the company Web site. Shunning dot-com advertising as too slick, PeoplePC aimed to give consumers the information they needed in an honest, sensible manner. Consumers learned exactly what they would get (free Internet service and software bundled with a computer), and what the cost would be ($24.95 a month for three years). The ads were meant to make consumers feel confident about PeoplePC.
McCann Relationship Marketing, New York
"A.C.C.E.S.S." ("Amgen Cancer and Chemotherapy Educational Support System") Information on Amgen's drug Neupogen told women undergoing chemotherapy for breast cancer how to arm themselves against neutropenia, a reduction in white blood cells. Amgen pharmacist and breast cancer survivor Paula Calvert Bass customized lifestyle information in mailings to more than 50,000 women.
Martin Agency, Richmond, Va.
"64 Fido Invitation" Invitations from this new non-profit arts and culture magazine went to mailboxes of 500 potential sponsors and advertisers. The plain, non-descript invitations conveyed a sense of mystery for the event. One line read: "The reason for the party? I can't tell you." The P.S. on the letter said after phoning in the RSVP, the recipient should "then burn this invitation and carefully discard the ashes. Better yet, eat it." In the end, more than 75% of those who attended the event purchased schedules with 64, the company says.
Mercy Home for Boys and Girls in Chicago
Epsilon, Burlington, Mass.
"Mercy Home-Legacy of Miracles Appeal" A seven-page letter from Mercy Home founder Father James Close revealed he had cancer and asked 8,484 of the non-profit's best donors to create a $3 million Challenge Grant launching a $9 million fund-raising drive. Aimed at building a new home for homeless kids, the campaign earned a 25.7% response.