Beyond creating the annual call-for-entries mailer, Arc Worldwide Malaysia wanted to reinvigorate participation from direct marketing, digital and advertising agencies in the DMAM Awards 2009, as well as elevate the status of direct marketing as an effective weapon alongside traditional advertising.
We used the fabled Trojan Horse to illustrate how a single idea, well crafted and executed, can break through seemingly impenetrable walls to reach its target. And what better way to jolt jaded agency folk than send out scale replicas of the behemoth as the call-for-entries mailer. From there, we demonstrated the power of direct marketing by taking personalisation to new heights. From the address label, poster, booklet and letter to EDMs, we customised the copy and images to reflect each recipient’s name and agency. Just as the Trojan Horse was immortalised as one of history’s most triumphant ideas, the mailer invited agencies to come forth and celebrate their best ideas. The paper, printing and delivery of the pack were sponsored by Takeo, Fuji Xerox and POS Malaysia respectively – all fellow DM practitioners who wanted to push the envelope for breakthrough direct marketing.