Media: Direct Mail Brochure (click on the image for the complete
Creative Director: John Marin
Art Director: Eric Roner
The Problem Solved: "We've got all these airline miles to give to
customers that they didn't collect. Let's redeem them for goods and give
them away. What in this catalog would make us stand out? Oh, by the way,
not all customers are allowed to take gifts."
We found that the client could either convert unused online points for a
giveaway, or that charities such as Toys-for-Tots could receive the miles.
So we created a dual strategy, allowing their customers to choose between
donating to Toys-for-Tots or a treat for themselves (a DVD player).
The client loved the idea, but hated the thought of making customers choose.
So they gave customers DVD players AND made a huge Toys-for-Tots donation,
selling their unique press services, giving them an image in the
marketplace, and doing a little good for the world while accomplishing it.