Christmas Lights
RAPP (M) Sdn Bhd
Issue 30 | March 2014
Agency
RAPP (M) Sdn Bhd
Creative Team
Edward Ong, Jeff Ooi, Chan Guay Chin, Walter Teoh, Calvin Hui, Erika Lee, Maman Rosnan, Shieko, Radzi Ali, Wang Soo Fun, Justine Yan, Mat Arif, Calvin, Moey Huey Ling, Jeremy Song
Production Team
Pioneer Graphic Scanning, Classic Proofing Centre Sdn Bhd
Other Credits
Print Producer: Moey Huey Ling
Date
December 2013
Background
With Christmas around the corner, the agency wanted an in-house greeting card to demonstrate their ability to create highly targeted solutions. One that won't end up the bin after the celebrations.
Idea
Knowing that each client, even within the same department, has vastly different tastes – the agency sought to create something meaningful, personal and Christmassy. Working on the thought, "No two ideas are alike", the agency used hand-painted light bulbs as the execution device. Each marked a number in a collection. Each one with a golden strand which allowed the recipient to use it as a festive ornament.
Results
Within one month of sending out the Christmas Lights, the agency received calls for 3 new business leads and an invitation to bid for a multinational oil and gas business.
Rapp Malaysia's FB page recorded an all time high in 2012 in terms of reach, visibility and engagement.
More importantly, clients also realised that a direct mailer, done right, is still relevant in an increasingly digital world.