The task was to give loyal customers an exclusive opportunity to witness the launch of legendary shoe designer Gianvito Rossi’s new collection first at Harvey Nichols.
Attendance rates had been low in the past events, so there was a need to get them excited about the shoe artisan’s arrival. Rossi is a master of his craft, usually crafting his popular heels by hand. This insight was turned it into an idea.
Miniature Rossi shoeboxes were sent to a 100 VIPs, giving them a sneak peek into his new collection. All they needed to do was follow the simple instructions and transform the exceptionally printed invite (inspired by Rossi’s new collection) into a beautifully handcrafted origami heel.
The projected response rate at the time of delivery was 40%. However, the actual response rate was phenomenal with 100% of the recipients immediately RSVP-ing to the event. On the day of the event, shoe fans purchased the latest heels before they hit the shop floor. Guests even brought their invites with them for an autograph from Gianvito Rossi himself.
There are few DM campaigns that get 100% response rates and this is one of them. Why did it work, do you think?
Firstly, the invitation was beautifully printed on best-quality stock so the recipients felt valued – literally felt valued since mail is such a sensory medium.
And secondly, it is fun to do. And not too complicated.
Thirdly, when you know exactly who your target audience is, then you know how to talk to them. And this idea certainly delivers on that.
FP7/DXB – A part of the McCann Group
Client: Harvey Nichols – Dubai
Product: Gianvito Rossi
Title: Origami Invites
Media: Direct Mail
Date of campaign: September 2013
Executive Creative Director, Art Director: Paul Banham
Creative Director, Art Director, Designer: Husen Baba
Creative Director, Copy: Ali Mokdad
Design Director: Erol Salcinovic
Graphic Designer: Celia Jaber
In-House Production: Khalid Hamza