The 'Football Direct Mailer' was developed by longtime partner Tequila Singapore, comprising a teddy bear called 'Buddy' to communicate the insight that football is often watched in a group. "And now with Buddy to keep one company, one need never watch alone again," said ESS marcomms executive Yap Bee Lian.
Earlier, ESS commissioned Litt Lindden Design Associates to develop a DM project focusing on the upcoming Australian Open. Recipients received an Aussie outback hat, along with a brochure featuring a tennis player and an animal typically found in the outback. "The direct mail pieces were developed to facilitate our advertising sales team to go out into the market to promote and sell the properties," explained Yap. "We believe that they were of strong concept and supporting message, and we are confident that it will meet our objectives -- primarily to promote awareness of the property, the quality audience the event and network attracts, as well as ultimately to drive sponsorships and spot-buys around the respective properties."
Yap confirmed that Litt Lindden had been retained on a project basis and would continue to handle work for ESS. "We have worked with Tequila for a number of years and they are continuing to work on some projects," said Yap. "However, in view of the tight timeline to get some of these direct mail pieces out in the market, ESS took a decision to test out another boutique size agency."
