What hugging cruets and joined-up marketing have in common
Answer: Econsultancy. Let me explain…
Econsultancy have a brilliant new event called JUMP (which we helped launch a few months ago). It’s the most exclusive “online meets offline marketing” event of the year, and it brings together senior marketers to learn about best practice integrated marketing – all the innovations and developments where online and offline come together.
Econsultancy called us in to help create a high-impact introduction pack for the cream of the guest list: big marketing cheeses from the UK’s top brands.
The pack we designed and wrote included a welcome letter, an invitation to JUMP and a special ticket to encourage our chosen few to invite their colleagues.
The last thing was to come up with a gift to go with the rest of it. It had to be eye-catching and encapsulate the whole point of JUMP. We found the perfect thing: little hugging salt and pepper pot people in the JUMP colours: green and white. We wrote a tag to go round their little necks with the strapline “Online and offline: playing nicely together since 2010”, which we think sums up the whole idea.
The pack was high impact but not-so-high-cost thanks to a plain, white box, branded with a big, green Jump sticker. A nest of wood wool kept the ceramic guys from chipping.
The result: a lot of buzz, tweets and responses from marketers (including people at Nokia and elsewhere) and a new event that’s landed well and truly on the map.