| Title | NEW NEIGHBOR MOUSE HOLE MAILER |
| Brand | JULANT PEST CONTROL SYSTEMS INC. |
| Product / Service | JULANT PEST CONTROL |
| Category | A06. Financial Products & Services, Commercial Public Services, B2B Products & Services |
| Entrant | HAVAS ORTEGA Makati City, THE PHILIPPINES |
| Idea Creation | HAVAS ORTEGA Makati City, THE PHILIPPINES |
| Production | HAVAS ORTEGA Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Tony Sarmiento | Havas Ortega | Chief Creative Officer |
| Lawin Bulatao | Havas Ortega | Executive Creative Director |
| Griffey De Guzman | Havas Ortega | Associate Creative Director |
| Ramon Alfonso | Havas Ortega | Associate Creative Director |
| Aries Cayabyab | Havas Ortega | Associate Creative Director |
The mailer is actually a note from a peculiar neighbor. Instead of being slipped under the door, this piece was folded and lodged against the door by our very own Julant technicians, creating the illusion of a mouse hole. Upon closer inspection, the consumer will see that it’s a letter from a friendly mouse, who has decided to move in as a new neighbor. The only way to keep the unwelcome rodent family away is to get in touch with Julant Pest Control.
To reach the individual unit owners, we mobilized our own Julant technicians. Their advantage: they already had special access to all corridors of each condominium. Mouse hole door mailers were installed in 3 buildings in the first week of September 2016. These 3 buildings are high-rise residential condominiums, with our technicians bringing the brand message much closer to our target and placing it in a spot that can not be ignored by our prospective clients.
In as little as two weeks, inquiries for the service began streaming in. From an average of 2 calls a day from June to August, to 8 inquiries each day for the months of October and November 2016. That’s a 300% increase in inquiries, 30% increase in conversions and an additional 325 rodent abatement projects as of December 2016. That comes from an investment of only 12,500 pesos for 500 mailers, or around 50 US cents per piece. And to think that all it took for all of this to happen was a simple letter from a little friend.
It is a direct mail piece in every sense of the word, bypassing traditional mailer avenues and placements in condominiums so as to put itself in the optimal position to be seen and noticed by the unit owners. Lodged against the unit doors themselves, it is a piece that speaks specifically to the prospective end user.
The target audience for this kind of service would be the individual unit owners. They receive dozens of flyers every month. Home spa, laundry, grease trap cleaning, aircon tuning – you name it. And the traditional way to do it is to leave those flyers either in their mailboxes or on the building lobby. Perfect locations, if you want to be totally ignored. We had to bring our message closer to them, and in a format that could not be ignored. With this effort, we were able to bring our message right to their doorstep, literally.