THE WARMEST GREETING CARD
| Title | THE WARMEST GREETING CARD |
| Brand | WEBER |
| Product/Service | GREETING CARD |
| Category |
A02. DIMENSIONAL MAILING |
|
Entrant Company
|
HAVAS WORLDWIDE PARIS, FRANCE
|
|
Advertising Agency
|
HAVAS WORLDWIDE PARIS, FRANCE
|
Credits
| Coffre Christophe |
Havas Paris |
Creative Director |
| Guillaume Mars |
Havas Paris |
Copywriter |
| Joseph Chalhoub |
HAVAS PARIS |
Art Director |
| Thierry Grouleaud |
HAVAS PARIS |
Director Of Agency Production |
The Brief
Weber is the world’s leading manufacturer of barbecues, and is renowned for its famous lid and its distinctive accessories. For 60 years, Weber has been breaking ground to make the barbecuing experience more rewarding, more practical and more accessible. The problem is that people love using their BBQs on sunny days to cook simple dishes to enjoy with friends. So how do you make them see that with a Weber, you can cook all kinds of food – even in the middle of winter?
Creative Execution
Challenging weather conditions such as cold, rain and snow make it difficult to barbecue in the middle of winter. To encourage people to do so nonetheless, we decided to provide people with the means to cook on their barbecue whatever the weather.
The card is kept deliberately plain and minimalist in order to accentuate the firelighter material and retain an authentic quality. The design of all the elements (card, match and envelope) has a premium feel that is in perfect keeping with the brand's history and the expectations of its target audience.
Describe the creative solution to the brief/objective.
We took advantage of the festive season to send our clients a warm and original mailing in the depths of winter: a greeting card engraved on a block of real firelighters.
Once you’ve read the message on the card, you break it into pieces, place them on the barbecue, light it – and discover the joys of winter barbecuing.
Results
The cards generated a 67-per-cent positive responses out of 1000 mailings: positive letters, messages, tweets and posts. This is over 15 times the average response rate for direct mail. And most importantly, the cards initiated a behavior change since hundreds of barbecues were lighted this winter.