| Title | THE CIRCULAR CALENDAR |
| Brand | PHENIX |
| Product/Service | PHENIX SOLUTIONS |
| Category |
B01. Mailing |
|
Entrant
|
FANFARE Paris, FRANCE
|
|
Idea Creation
|
FANFARE Paris, FRANCE
|
|
Media Placement
|
FANFARE Paris, FRANCE
|
|
PR
|
FANFARE Paris, FRANCE
|
|
Production
|
FANFARE Paris, FRANCE
|
|
Post Production
|
FANFARE Paris, FRANCE
|
Credits
| Poirrier Thomas |
Freelance |
Art Director |
| Romain Gilbert |
FANFARE |
Associate Creative Director |
Why is this work relevant for Direct?
This is a greeting card brief. A company wants to send its clients (retailers, leaders in the impact business field). You can't be less direct. Usually, greeting cards briefs are daunting, useless, and boring. Not this one.
Background
Determined to create a world without waste, Phenix is fast growing company that proposes 4 alternatives to the trash can:
- Donations to charitable organizations, in order to give a second life to unsold items
- Selling products at a reduced price on the Phenix app
- Donations for animal food (farms, zoos…), for the unsold products that aren’t edible for humans
- Compost and methanation for the rest
Their tagline is : nothing is lost.
The brief was : we need to have a greeting card to be sent to our stakeholders (clients - big retailers, investors, partners...)
The objective was to communicate the idea of Phenix business : it's event better when nothing goes to waste.
Describe the creative idea (30% of vote)
THE CIRCULAR CALENDAR:
Our idea was to create a greeting card made with reused elements. Seemed boring until we found out that a calendar is reusable every seven years. So we went looking for calendars already existing that would work for 2020. As 2020 is a leap year, things were a tad bit more complicated but we found that 1992 calendars would work. Using second hand websites as "Le bon coin" and "Etsy" we managed to gather more than a 100 calendars for less than 5€ each.
Each 1992 calendar was sent out to big clients and partners, with the copy :
"Great news: your 1992 calendar also works for 2020"
Describe the strategy (20% of vote)
As one of the leaders in the fight against waste in France, Phenix is very followed.
But... by a very demanding target : CEOs, heads of CSR, chiefs of staff,...
We released the direct marketing campaign through two main channels : the traditional mail and LinkedIn, where most of Phenix's clients were active. We used Phenix corporate account and Jean Moreau's personal account (CEO) to spread the message.
Describe the execution (20% of vote)
After 3 weeks of digging and negociations with sellers online, we gathered more than 100 calendars.
Each calendar was sent through mail, wrapped in a strip of paper where the tagline was printed.
A hand written note from Phenix was also included.
A film was also produced to document the idea and to be able to communicate it to a larger audience - on facebook, twitter and linkedIn.
No paid media was invested.
List the results (30% of vote)
- 97% of senders have sent a reply back to Phenix, thanking them for the greeting card. (who does that?)
- More than 800 comments were gathered on linkedIn, posted by many C-level - including
"Fantastic idea - maybe we should keep our unsold diaries?" - The Carrefour sustainability director
"A brillant idea, but better than that - a "right" one" - The founder of L'ADN