| Title | FEEL GREAT WHILE YOU STROKE! |
| Brand | CITIBANK TAIWAN |
| Product / Service | INVITATION PACK |
| Category | A01. Mailings |
| Entrant | Y&R WUNDERMAN TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company: | Y&R WUNDERMAN TAIWAN Taipei, CHINESE TAIPEI |
| DM/Advertising Agency: | Y&R WUNDERMAN TAIWAN Taipei, CHINESE TAIPEI |
Credits | |
| Name | Company | Position |
|---|---|---|
| Fifi Lee | Y&R and Wunderman Taiwan | Creative Director |
| Vivien Chang | Y&R and Wunderman Taiwan | Art Director |
| Vicki Huang | Y&R and Wunderman Taiwan | Copywriter |
| Joyce Shih | Y&R and Wunderman Taiwan | Account Director |
Target Audiences: existing Citigold Select VIPs Create a communication pack to encourage VIPs to attend the event.
The creative came from the insight of VIPs which would be closer to what they love. Meanwhile, the tone and manner of the pack fits in with client’s brand requirement-premium.
According to interview with TA, we observe that they love to play golf with friends and even love more to get closer to the green environment. So that, we created a multi-step communication pack including invitation card, a tube plant which symbolizes the partnership with grow, a club name tag extending the green call from Citi; meanwhile, a follow-up eDM encourages VIPs to plant the little plant into the soil. Results: 530 pieces of pack prepared and 516 VIPs registered event (97%, higher than client expects).
- Total number of invitation pack prepared: 530 pieces - Client’s expectation of this event registration: 80% - Total number of registration of event: 516 persons; 97.4%(Taipei: 181, Taichung: 170, Kaohsiung: 165); 21.8% higher than client expects.