Creative Directors are a tough “target audience”. Kontor records and Ogilvy Germany came up with a lovely idea to promote Boris Dlugosch’s new single to the advertising industry. I wish all direct mail was as nice as this.
BrandRepublic reports reward-based consumer website Pigsback.com is giving away anti-stress piggies to London commuters. At Tube and railway stations field marketing teams dressed in pig suits are looking for 25-35 years old women who represent the target audience for this campaign. The idea (by Tribe) is to generate brand awareness and curiosity, driving traffic to the website.
3G Technology is set to revolutionise personal marketing by adding a fast, data-rich, multimedia dimension. B&T presents an interesting feature explaining which are the players in the Australian market and how 3G will change direct marketing. David Burden, CEO of Legion Interactive says:Marketers should approach 3G like any other new technology�with a strong creative and integrated approach. However, mobile marketing does offer an important point of difference from other media�the technology is linked intimately and constantly with the consumer.
As Revolution Magazine reports today, Virgin Atlantic is starting a new campaign to target premium travellers, in its competition game with British Airways. It will invest about �50m to relaunch it Upper Class Suite. The campaign will be run through direct mailing as well as through email marketing, brochures and a microsite. The creative agency for this campaign is (of course Smart, which I suppose is an Australian agency…
Clickthrough rates increased by 60% since the fourth quarter of 2002, according to a new study by NetCreations. The study showed clickthrough rates for the current quarter to be at an average of 5.1%. This compares with 4.4% for the first quarter of 2003 and 3.2% for the fourth quarter of 2002. More information about the research and some tips to optimize an email marketing campaign can be found on Direct.
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