DYSLEXIC MEDIA INVITE

Short List
TitleDYSLEXIC MEDIA INVITE
BrandP&G
Product / ServiceP&G
CategoryA01. Mailings
EntrantGREY KUALA LUMPUR, MALAYSIA
Entrant Company:GREY KUALA LUMPUR, MALAYSIA
DM/Advertising Agency:GREY KUALA LUMPUR, MALAYSIA

Credits

Name Company Position
David Sin Grey Group Kuala Lumpur Group Executive Creative Director
Loo Kok Seng Grey Group Kuala Lumpur Art Director
How Kiat Yee Grey Group Kuala Lumpur Art Director
Alex Wong Grey Group Kuala Lumpur Copywriter

The Brief

The Gift of Learning campaign is specially designed for Dyslexic children through Open Minds, a CSR programme by P&G. Every purchase of any P&G product, part of the money will be donated to these unfortunate children to provide them with free remedial education. The campaign launched with the collaboration of Giant and Guardian, both huge hypermarkets in Malaysia. The objective: Get as many media personnel to attend the launch at Giant, Kota Damansara and get them to cover it in their respective media. So we created a different letter to make them feel how important this cause is.

Creative Execution

Being an event for Dyslexic child, the ‘dyslexic’ letter perfectly captured the attention of the people in the media and aroused their curiosity. An otherwise ordinary invite made to capture how a Dyslexic child would feel, while also making it original and more importantly, relevant to the cause of what P&G is fighting for.

Describe the creative solution to the brief/objective.

We wanted the media to feel how a Dyslexic child would feel when reading and to see that P&G is making an effort to help these children. So we devised an interlaced letter where we see jumbled up words. By just sliding the lines of words on the letter, they get to read the full letter properly and get the message. The event received a great turnout from the media and generated a great amount of PR value.

Results

The launch received a great turnout from the media which resulted in a PR value of RM1,615,142 generated from 11 print media, 9 online media and 1 broadcast media. In addition to this, the campaign achieved a total ad value of RM538,380.