|Title||A BIGGER HARVEST|
|Product / Service||ADVERTISING|
|Category||A03. Company Literature|
|Entrant||LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA|
|Entrant Company:||LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA|
|DM/Advertising Agency:||LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA|
|Theresa Tsang||Alpha245||Creative Director|
|Koh Siok Yee||Alpha245||Art Director|
|Theresa Tsang||Alpha245||Art Director|
|Lee Pei Sien||Leo Burnett||Copywriter|
|Tan Joke Min||Leo Burnett||Copywriter|
|Koh Siok Yee||Alpha245||Designer|
|Shara Goh||Alpha245||Studio Manager|
|Ong Chee Hin||Leo Burnett||Production Manager|
|Terence Ooi||Alpha 245||General Manager|
To develop an appealing and attention grabbing communication piece to wish potential and existing clients of Alpha 245 a very happy and prosperous lunar new year. The key objective is to encourage enquiries and generate business opportunities from potential and existing clients.
While the market was flooded with greeting cards and gift baskets with rabbits design and traditional Chinese New Year motif as the main idea, our creative approach used a typical food associated with rabbits instead. As the Chinese also believe that prosperity is linked with food, a big carrot is then used to symbolize prosperous business. This is a unique execution that promotes Alpha 245's creativity and ability to deliver the most relevant and appropriate creative solution.
Mandarin oranges have traditionally been used as gifts to convey wishes of prosperity as the oranges are pronounced as gold in Chinese. Since 2011 is the Year of the Rabbit, we decided to give this gift-giving tradition a little twist. We packed the mandarin oranges, small and big to signify different golden opportunities and shaped them to look like carrots. However, these ‘carrots’ are much larger and a message that promotes partnership for cultivating a bigger harvest was tagged together. They were given to the potential and existing clients to wish them a successful and profitable Year of the Rabbit.
From a list of 18 prospective clients, this communication piece managed to open the doors to 5 new business meetings within the same week that the gift sets were sent. One client even referred two new businesses to the Agency while another client requested the Agency to produce the "carrots" as Chinese New Year premiums for its company. All other existing clients who received the greeting pack contacted the Agency and provided exceptionally encouraging and positive feedback. In quarter one, the Agency managed to secure more than US$100,000 worth of revenue from new business with another estimated US$150,000 still in the pipeline.