Title | THE SEARCH FOR THE INVISIBLE DIAMOND OF MYSTERY |
Brand | GOOGLE AUSTRALIA |
Product / Service | GOOGLE ADWORDS |
Category | A01. Mailings |
Entrant | M&C SAATCHI Sydney, AUSTRALIA |
Entrant Company: | M&C SAATCHI Sydney, AUSTRALIA |
DM/Advertising Agency: | M&C SAATCHI Sydney, AUSTRALIA |
2nd DM/Advertising Agency: | MARK Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Richard Flanagan | Google Australia | Client |
Borana Toska | Google Australia | Client |
Lucinda Barlow | Google Australia | Client |
Tom Uglow | Google Australia | Client |
Ben Welsh | M/C Saatchi/Mark | Executive Creative Director |
Hamish Stewart | M/C Saatchi/Mark | Creative Director |
Mike Condrick | M/C Saatchi/Mark | Senior Copywriter |
Patrycja Lukjanow | M/C Saatchi/Mark | Senior Art Director |
Lee Roberts | M/C Saatchi/Mark | Art Director |
Andrew Henderson | M/C Saatchi/Mark | Account Service |
Josephine Panetta | M/C Saatchi/Mark | Head Of Print Production |
Chris Wahl | Chris Wahl | Illustrator |
Google offers a range of proven online advertising solutions for businesses, from search advertising with Google AdWords, to the Google Display Network, to YouTube. But many marketers were either still unaware of Google’s online advertising offering or, more significantly, had the opinion that it wasn’t relevant to their business sector. Our target audience was new high-value customers drawn from a prospect list of businesses of a certain size that didn’t have a relationship with Google. Our strategy was to demonstrate to the sceptics that the Internet had fundamentally changed consumer behaviour, making advertising with Google more important than ever.
We needed to demonstrate two simple truths: No matter what your customers are searching for, they’re searching for it on Google. And they’re finding it faster than ever. So how could we communicate those two things at the same time, in a way that they'd remember? A thick, lavishly illustrated adventure book is definitely a surprising thing to receive in the mail. And the second surprise – the fact that this huge story ends so suddenly with a Google search – creates a great “aha” moment that’s definitely in keeping with Google’s key brand attributes: simplicity, humanity, and discovery.
Our goal was to increase our consultation booking rate from 15% to 40% -- an ambitious target. We engaged our audience with a multi-touch DM campaign. We first delivered an intriguing ‘pre-mailer’ – an illustrated bookmark that hinted at what was to come. We then sent a 250-page adventure book: The Search for the Invisible Diamond of Mystery. But upon opening the book, the story ended immediately – with a simple Google search. Only blank pages followed. A letter inside began, “No matter what your customers are searching for, they’re using Google to find it.” Customized statistics reinforced our message.
It was a good sign when, within 48 hours, we received an email from a prospect requesting an appointment, with the simple subject line: “Love your DM campaign.” The appointments kept coming. Out of the first 57 outbound calls, the sales team was able to secure a near 300% increase in the number of consultations booked – raising their completion rate from just 15% to 56%. As a result, warmed prospects from this DM have already filled 100% of pipeline for the team, replacing the need for the team to conduct hours of cold calling.