The direct marketing/CRM agency targeted its top 10 clients, which account for 80 per cent of the agency's business, with the 3D direct mail pack.
The creative was based on the Chinese zodiac Year of the Monkey, and while Chinese New Year started on January 22, the 'cheeky monkey' arrived early, correlating to the agency's proposal that clients start spending earlier.
According to Shane Weaver, OgilvyOne Worldwide creative director, clients tend to hold back on budgets in the first quarter, with the issue exacerbated in China, where he said CNY could seriously impede marketing activity.
"From a commercial point of view, it was about affecting change in the mindset. We wanted to practice what we preach. The challenge was in overcoming secretarial sabotage, getting to the decision maker and overcoming the clutter of white mail on the desk," he said.
The agency mailed a large 'Safari Express' cardboard box labelled 'Live delivery', with warnings such as 'do not anger, tease or provoke the shipment' covering the box.
In opening the pack, a sound recording of a monkey was activated. Inside was a hand-made bamboo cage, in which sat a "stuffed" monkey and banana.
The pack came complete with a personalised letter mimicking a shipping form. It also directed the receiver to peel the banana to reveal OgilvyOne's offers, each valued at US$10,000, for early spenders. Added Weaver: "It was a costly package to mail, but these are our top clients. What it says is that all customers are not created equal; some are worthy of a bigger investment."
