Direct > Product/Service
RUN BY MARTIANS?
LEO BURNETT ADVERTISING, Kuala Lumpur / LEO BURNETT / 2006
Awards:
Overview
Credits
OVERVIEW
ClientBriefOrObjective
Develop a door opener for new business development. More clients are having multiple agencies, particularly those with several product lines. Given that many FMCGs were putting their money into radio, being allowed to handle their radio advertising could be a good revenue stream, as well as potentially leading to being awarded other parts of the business.Expand creative opportunities for radio. While print and TV had improved dramatically over the past few years, solid radio ideas were still uncommon. We wanted the chance to experiment with new briefs from businesses outside the agency’s current portfolio.
Outcome
To date, more than 60 CDs have been mailed out to (current and prospective) clients with heavy radio spending and clients whom we identified would benefit from radio exposure.43% of the clients mailed called to say they’d received the package.Of that group, 60% requested for an emailed list/radio reel of radio spots previously done by us – despite having an existing agency.24% of those have asked us to present ‘exploratory’ radio ideas for their current products.
Solution
We developed a concept spoofing how unrealistic and removed from the audience most radio commercials were – like they were written by people who didn’t understand humans. The campaign’s theme;‘Is your agency run by Martians?’A campaign of three commercials were recorded burned onto CDs and, using data from our media partners, sent to the top 20 (non-conflicting) clients who spent on radio advertising in the past year.
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