Client: Lotus

Client's Challenges

• Increase response rate. Recent results had been disappointing even though more products had been promoted in more direct marketing campaigns.
  
  
• Continue to promote many products but generate greater response rates and spend less money than previous campaigns.

Our Marketing Strategy

• Create a large (but inexpensive) piece that stands out and allows many products to be promoted.
  
  
• Conduct competitive research and test overall concept.
  
  
• Assess readers' preferences by encouraging them to identify products of greatest interest.

Our Creative Idea

• Develop a special, attention-grabbing publication that we named UNIX Universe.
  
  
• Make sure each article is entertaining and informative, and integrate engaging graphics throughout.
  
  
• Wrap the "newspaper" in a polybag to make it stand out.

Results & Recognition

• Awarded Best Response Rate & Best Conversion Rate from Lotus.
  
  
• Direct marketing effort exceeded client's expectations by over 5%.
  
  
• Based on UNIX Universe's success, the "newspaper" was used as an ongoing campaign.