Brief Explanation

C-Suite executives are notoriously hard to pin down. So convincing twenty or thirty of them to put aside time in their diaries at the same time seemed a near-impossible task. We knew that the invite we sent had to do much more than simply state a place and time. We had to develop a creative approach that conveyed a strong sense of exclusivity. To do that our creative solution incorporated two things – a creative idea that introduced the notion of an inner circle that they could be a part of, and also an invitees list that reinforced that positioning.

The Brief

The leadership team at DDB Group wanted the opportunity to network with senior NZ business leaders. However, securing time in these people’s diaries is devilishly hard to do. To help, DDB asked us to design a compelling invitation to an exclusive event – the DDB Marketing Directors’ Dinner.

How the final design was conceived

Using both the DDB Group brand circle device and the exclusivity of the event as inspiration, we developed the positioning – an invitation into the inner circle. The circle was then used throughout the invitation to reflect this with particular attention paid to production quality to ensure it was appropriately high enough to attract the attention of such an exclusive audience. Finally, we made sure each recipient could also see whom else we were inviting so they could properly appreciate the company that they were being invited to share. It truly was an invitation into the inner circle.

Indication of how successful the outcome was in the market

Whilst the exclusive nature of this event means we cannot reveal who actually attended, we can say that the vast majority of people invited did choose to attend (over 75%). This was seen as such a hugely successful response rate by DDB that their leadership team plans to hold this dinner annually from now on.