The Brief

Leo Burnett Thailand have been annually organized a Cannes Prediction event to present each year prime selections of Cannes contender from around the world, to help sharpening creative judgment for people in the advertising industry, especially marketers. However, there’s a decline trend of marketers to attend this event from over 250 participants in 2010 to less than 50 in 2013. This was a strong indication that showed negative interests for new trend. Our challenge was to recruit some brave marketers to the event, those, who are ready to accept the new change of creativity and willing to re-adjust their perceptions.

Creative Execution

The lion’s fang wasn’t just a piece of direct mail that was made to help our successful recruitments achieved. But, it was also a tool to inspire marketers to make a brave decision in their working lives as well.

Describe the creative solution to the brief/objective.

We sent them a piece of invitation that played with their bravery. It was “A Lion’s Fang” in a sealed envelope. This is because, in Thai context, to break a lion’s fang means to start taking a risk. This lion’s fang uses as a symbolic to inspire their bravery, and, to help recruiting those who dare enough to participate the event. As a result, there were hundreds of client attended this event, including high profile clients who turned up for the first time. This lion’s fang caught high attentions from many publications including magazines, and numbers of social media channels.

Results

From 300 pieces of lion fangs we sent out had brought in over 200 marketers to attended the event or 150% raised comparing to last year!. Including some high profile clients who turned up for the first time. This lion’s fang caught high attentions from many publications including magazines, and numbers of social media channels, which raised over 10 million baht free PR media value for our event.