The Brief

The Cleaners TORAYA had a sale($1Sale), which was cleaning of shirts at a $0.5 discount for a limited period. Always, they have often had the problem that their customers were not increasing, though they had sales.They considered the cause to be the lack of advertising for the sales. So, they ordered me to create Direct Mail for customers increase.

Creative Execution

Crumpled Direct Mail made a big impact on customers, and differentiated between other Direct Mail campaigns. This was my idea.By including a weekend in the period of the discount sale, customers could take crumpled shirts that kept pilling up during weekdays to a cleaning service.

Describe the creative solution to the brief/objective.

I drew 54 types of illustrations of shirts,clipped them in the shape of a shirt, and entered notification of the sale on the illustration’s back side. And then I crumpled them to catch the wrinkles of clothes.Finally,cleaners TORAYA sent them to customers as Direct Mail at random by mail.

Results

The number of the customer who have asked for cleaning has increased by 25% thanks to this Direct Mail.Response percentage of this Direct Mail is 62.5%.