Small Budget Marketing Campaign

Silver
CAMPAIGN
Mango
AGENCY
Riverorchid Cambodia
CLIENT
Infinity General Insurance
BRAND
Infinity Insurance
DETAILS
CAMPAIGN SUMMARY
Huge Problem: Less than 0.5% of Cambodian motorbike owners have insurance. Injuries or deaths from accidents can have dire financial as well as emotional consequences for the whole family.
 
Big Opportunity: For Infinity Insurance to build – almost from a zero base – its vehicular insurance business whilst also delivering genuine benefits to the society and building an image for social responsibility.
 
We sought to break a mindset that insurance is a prohibitively expensive one-off annual cash cost by re-casting it as a daily opportunity cost, expressed in terms of an item well-known for its almost trivial cheapness.
 
Media included low-production budget TV, print and outdoor; supported by a word-of-mouth generator in which thousands of mangos were left on people’s motorbike saddles along with a message to contact Infinity for Motorbike Insurance For the Price of a Mango!
 
CAMPAIGN
Fuji Xerox - Wide War One
AGENCY
Republik Communications
CLIENT
Fuji Xerox New Zealand
BRAND
Acuity Digital Printing Press, Docuwide Digital Printing Press
DETAILS
CAMPAIGN SUMMARY
How do you launch 3 fast new, high-quality wide-format digital printing presses into a market you’ve never been before?
 
Declare war.
 
We targeted New Zealand’s signage & printing industry’s top 200 names, and invited them to wage war on small-format, low-impact printing methods, at an elaborate military themed event.
 
We called it Wide War 1 – The Battle for Bigger Borders.
 
We mailed invitation DM pieces in ex-military shell casings, housing three large-format personalised posters, printed on different substrates, and dog tags featuring a personalised URL and code to access an eye-catching interactive website, where they could register, personalise & customise their own aeroplane.
 
Fuji Xerox then downloaded and printed each plane onto specially imported balsawood using one of their new machines. The laser cut and assembled planes were presented to the attendees at the event, so they could take to the skies and compete for prizes.
 
Our DM received a staggering 77% response rate. Successful sales ROI was targeted at $4.65. Current ROI is an amazing $48 for every dollar spent - more than ten times the targeted return. With a further $1,500,000 worth of leads still under negotiation.
 
Partners
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