The Brief

Each year, Leo Burnett Thailand gathers some top reels of potential Cannes winners from all over the world to organize an annual event where number of guests turn up to predict their favorite choices of campaign a week before the actual Cannes event starts. This year again, we wanted to invite advertising gurus, top marketers, medias and including celebrities to participate in the night event that everyone came to gun down the potential lions at Cannes International Festival of Creativity 2012.

Creative Execution

By sending our VIP guests this piece of direct mail was not only reminding them to schedule their calendar to participate the event, but, it was also a symbolic of accuracy which translates the core concept of this event and challenged our guests in to take part in this activity that was all about making precise predictions of the potential lion winners at Cannes 2012.

Describe the creative solution to the brief/objective.

We delivered numbers of direct mail to those potential guests nationwide. Rather than just sending a communication piece that reminded them about our annual event. Instead, we sent a symbolic of hunting which spurred our potential guests to be excited about this up and coming event. It was a unique tool which designed to be use at the event that was all about making precise predictions.

Results

Great interest was generated among the invited guests, which led to hundreds of pre-registration through calls and e-mails two days after the direct mails were sent. The Killing Bullet had become a symbolic of making accurate choices which able to bring in a total of 324 persons from our 370 prime guest lists (83% higher than the previous year) to participate this prediction activity at our event on the 17th of June 2012.