| Title | SALUTING THE WORLD’S MOST RESPECTED ADVERTISING AGENCIES |
| Brand | POAD GROUP |
| Product / Service | 1/4 CENTURY OF SEEING |
| Category | E01. Integrated Campaign Led by Direct |
| Entrant | THINKING WITHOUT THINKING Hong Kong, HONG KONG |
| Entrant Company | THINKING WITHOUT THINKING Hong Kong, HONG KONG |
| Advertising Agency | THINKING WITHOUT THINKING Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Willde Ng Man Fong | Thinking Without Thinking Limited | Creative Chairman |
| Jone Chan | Thinking Without Thinking Limited | Executive Creative Director |
| Rika Kojima | Thinking Without Thinking Limited | Creative Planner |
| Yi Nan | Thinking Without Thinking Limited | Copywriter |
| Poppy Yeung | Thinking Without Thinking Limited | Director / Video Editor |
| Shirley Yeung | Thinking Without Thinking Limited | Director / Video Editor |
| Jacky Chan | Thinking Without Thinking Limited | Art Director |
| Quianne Tsang | Thinking Without Thinking Limited | Art Director |
| Judy Yeh | Thinking Without Thinking Limited | Assistant Art Director |
| Moses Chow | Thinking Without Thinking Limited | Account Manager |
| Kevin Wong | Thinking Without Thinking Limited | Account Executive |
| Raymond Chuen | POAD | Head of Design |
| Tony Ng | POAD | Web Developer |
| Elaine Lau | POAD | Client Supervisor |
| Ashley Leung | POAD | Client Supervisor |
This is an integrated campaign led by direct marketing that helped the client, POAD, to initiate a targeted communication with its partners, agencies, clients and site owners to announce its 25th anniversary and at the same time to garner industry-wide attention through the use of a wide variety of direct marketing materials including giveaway items (Anniversary Book, Manifesto Book, a bottle of wine and postcards) and video-embedded eDMs, on top of other supporting media like print, outdoor and social media.
First of all we made a small but significant change, changing "25th anniversary" to “a quarter century”. We also highlighted what we identified as the unique service attribute of POAD who sells outdoor advertising spaces, “seeing”. So the theme became “A Quarter Century of Seeing”. Giveaway items (including Anniversary Book, Manifesto Book, a bottle of wine and postcards) were first distributed to POAD's partners, agenices, clients and site owners starting March of 2015. An industry icon, ex-JWT ECD Willde Ng was then invited to host the interviews with advertising masterminds. Videos were clipped and sent out to recipients through eDMs monthly starting from July 2015. A total of 10 interviews was planned. Once the eDM was ready, all the other supporting media (including outdoor, website and social media) helped push the interview series, turning POAD's anniversary celebration into a topic of the creative industry.
The target audiences include both potential and existing partners, agencies, clients and site owners of POAD. The giveaway items directly showcased POAD's stunning history and pride in pioneering the outdoor advertising scene of Hong Kong to its new and existing partners. Simultaneously, the campaign rode on the most influential advertising gurus in Hong Kong who congratulated POAD and shared their visions on the future of out-of-home advertising to draw a broader base of audiences especially those who were previously unfamiliar with POAD.
The campaign is well received and earned media coverage from Campaign Asia Pacific and Marketing Interactive. POAD's website traffic went up for 56% after the eDM was sent out; YouTube channel soared by 170%. E-mails from new and existing partners flooded in to its CEO's mailbox, leading to 75 business appointments, and still counting!