Drezier Atelier

Award-winning Self-promotional Campaign

“Cutter Box” is a direct-marketing campaign to draw participants to their forum “Marketing during the recession.”

Agency / Client
Euro RSCG Partnership, Hong Kong / Euro RSCG Partnership, Hong Kong

Year
2003

Achievement:
London International Advertising Awards 2003 – Finalist, Direct category

Credits:
Executive Creative Directors: Rachel Chau/Angela Pong
Creative Director: Adams Chow
Copywriter: Wen Hsin Louie
Art Director: Alan So

About The Campaign:
With deflation soaring for prolonged period of time and unemployment rate skyrocketing to a record high, Hong Kong was experiencing an econornic recession during the second half of Year 2002. The precision tool gift set was a souvenir for participants of a client event – “Marketing during a recession” forurn hosted by Euro RSCG. The forum invited reputable guests from different industries to share their experience for some hard­-made decision during a recession. A panel discussion was set up to share opinions and views on the topic.

Carnpaign Objective:
– To provide examples and findings, the benefits and opportunities for increasing rnarketing budget during the economic downturn.
– To strengthen relationships with clients.
– To improve our business through taking initiatives of improving clients’ businesses.

Creative Cornmunication:
They have employed a precision tool in bringing out the message of the forum “Slash funding? Or carve a bigger share?” The tool also had deeper meaning and raised the dilemma to marketers: “There is a window of opportunity; with the tool, you could shape a brighter future or cut your lose by reducing funds, it is totally your choice.”

Campaign Performance:
The forum generated a lot of positive feedbacks with about 85 participants arnong 100 invitations. It not only improved their relationship with their existing client, and also brought them 3 new business pitching opportunities.