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TONY SNOW
ART DIRECTOR
Care Homes - Direct Mail
How do you get CEO’s to open their mail and not throw it in the bin? Simple. Do something nobody had ever done before. Make them that day’s front page news.
Working in collaboration with The Telegraph (a first for them), we made each CEO the main story. Everything else in the paper was authentic, from the weather and tv guide to the sport on the back pages.
With their picture adorning The Telegraph’s front page, they just had to read it!
For a company that had very little traction in the care homes sector, this piece generated a response rate of 25% for P&G and led to an 80% increase in awareness. And generated a few good awards for us.
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