 Class:
Business to Business
Promotion/Budget
Objective:
To create awareness of the graphic arts
studio's addition of a major postscript type font library that could
be utilized in-house or sold to clients for their own
use.
Strategy and
Execution:
Spoofing a
well-known soup company's can, the advertiser created a fiberboard
can with a label reading "Casey's PostScript Alphabet Soup." Sales
reps delivered the cans- which contained an edible chocolate
alphabet - to 300 art directors and art departments at ad agencies
and corporate art departments as end-of-the-year gifts. One area of
the can stated "Casey's fonts are M'mm! M'mm! Good!", along with
"traditional" and "computerized" directions for using the fonts.
Another area on the can listed a selected sampling of fonts, and an
"ingredients" section gave the capabilities of the art studio. After
the can has been opened, it serves as a pencil caddy for the
artist's desk.
Results:
The company
reported it has added seven major clients since the promotion and
has shown a 10 percent sales increase in a highly competitive
market. |
