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The Wall Street Journal wanted to recruit the world’s most powerful business leaders to join an elite business discussion group. But how to reach these busy and exceptionally private people, with respect and discretion?
We created personal billboards directly beside the CEOs’ offices. These anonymous “billboards for one” respected the CEOs’ privacy by inviting them solely through bio data. Written about one person, each billboard highlighted individual achievements—the very reason the CEO were invited to the elite discussion group. We also created newspaper wrap ads featuring the same bio data and handed them to staff at the corporation.
Most direct mail response rates hover around the 4% mark. We saw an 80% response rate from our targeted CEOs. And most of them responded within the first 24 hours.
Executive Creative Director / Ron Smrczek
Head of Strategy / Andre Louis
Associate Creative Directors / Yvette Reitner & Jake Bogoch
Account Director / Jenni Cowdy
ADCCs GOLD for Direct Marketing