Strength

Agency Network: 
Published/Aired: 
June 2008
Scottex:  Strength
Scottex Direct Ad -  Strength

Description

Brief:
Communicate the strength of Scottex kitchen paper towels to restaurant owners.

Solution:
We created a mailing made from real Scottex kitchen paper towels. These mailings were posted 'as is', without an envelope, and sent to restaurants all over Belgium. After a successful series within Belgium (see result) we decided to take things a step further... literally. So we used our agency in New York and a befriended agency in Tokyo. The agencies then sent out a new series of mailings to Belgian restaurants.

Results:
A big hand for the Belgian and world's postal services! All the mailings we first sent out to test the concept in Belgium arrived without any damage. Same went for almost all the mailings we sent in the second round (from NY, Tokyo and Ushuaia). We called all the restaurants to check if and how the mailing was received. 98% of all the mailings reached the restaurants in a perfect state and was considered super original and convincing. Even the series posted from Ushuaia, the world's most southern city, made it all the way to Belgium.

Direct advertisement created by Duval Guillaume, Belgium for Scottex, within the category: House, Garden.

Advertising Agency: Duval Guillaume, Antwerp, Belgium
Creative Directors: Geoffrey Hantson, Dirk Domen
Art Directors: Carsten Van Berkel, Stefan Leendertse
Account Directors: Patrick Clymans, Philippe De Cleen
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StuartLittle's picture

Good

StuartLittle
Activity Score 466
Other
kurtberengeiger's picture

Nice.

kurtberengeiger
Activity Score 7346
Copywriter
SuperChicMillionaire's picture

Nope.

SuperChicMillionaire
Activity Score 34
Andal's picture

Yup.
_______________
Smart and Funny Signature.

Andal
Activity Score 863
Copywriter |

_______________
It's so easy to critic.

ricklongo's picture

Simple, understable, perfectly showing the products benefits and with a wow factor to boot. Just like advertising should be.

ricklongo
Activity Score 1244
monotone's picture

Yes.

monotone
Activity Score 301
ad/mkt student@ESCS |

I swear I had something cool to put here.

ADebutant's picture

This is an oldie. Yeah?

"Our factories make cosmetics. We sell hope." -M.Factor

ADebutant
Activity Score 266
Heaven's picture

Muy bien!!! El beneficio está ahí, sin necesidad de convencer de otra forma.
POr cierto, el fin principal de la publicidad es vender, de la forma que quieran, pero vender.
Si es hermoso al grado de ser "casi" arte, pero no vende, no sirve.

Heaven
Activity Score 88

ssshingon!

simon.gross's picture

Fuck yeah. It's one of those fantastic "instant get" ideas. Why tell people when you can just show them? Awesome. I'd love to have it in my book. Presently experiencing feelings of intense jealousy. Over time these feelings will fade. Fading. Fading.

simon.gross
Activity Score 541
Copywriter at Clemenger BBDO
whitespace's picture

nice.

just hope there weren't stains in some of them.

whitespace
Activity Score 1953
Creative Director
BOOBJOB LOOBCANNON's picture

Dull but effective.

BOOBJOB LOOBCANNON
Activity Score 1838
Other |

We're going to need more lube.

NatalieM's picture

Hmm, this a good test for the product. I'm glad to see that Scottex puts their money where their mouth is!

NatalieM
Activity Score 1685
Topolewski |

-Natalie
http://www.nataliemarion.com

theanc's picture

That's very cool. A lot of mailing ideas these days, huh?

PORTUGUÊS: http://augustocorreia.carbonmade.com I ENGLISH: http://augustoinenglish.carbonmade.com

theanc
Activity Score 2784
Art Director at Grey Brazil |

http://www.augustocorreia.com.br

StPepper23's picture

Brilliant

StPepper23
Activity Score 269
Copywriter
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