Objective: To provide a quality writing instrument that was available in several colors for a direct mail campaign. The campaign was to be sent in six waves over a one year period...each wave was to be color-keyed and the pens had to match with the color of their respective waves.
Challenge: Finding the proper writing instruments was routine. We selected a Waterman Rollerball with a die-struck emblem embedded at the top of the pen. The photo shows three of the colors used in the program. But in discussing the project with our client, GSK's agency of record in New Jersey was exasperated. There were a lot of problems developing in the other parts of this comprehensive project. Our casual suggestions in packaging, print, information packaging, multimedia and assembly led our client to hand the project in its entirety to Brainwave Ink at the last moment to design, produce, collate, assemble and mail. In other words, without warning or the usual time to prepare, we became responsible for the entire project.
Result: In spite of the original vendors using all of the development time providing prototypes and designs that did not function properly, we jumped on the opportunity and put together the entire program in the 'bottom of the 9th' without a single error or delay! The project included: the original writing instruments, design and engineering of a custom, oversized clamshell, corrugate shippers, printed labels, assembly, collation, insertion of address-specific labels and matching mail merge documents and call-to-action cards mailed as a follow up to each wave. Each wave was mailed out 'OTIS'..On Time and In Spec. Our performance on this single, critical project earned us an invitation to become one of Glaxo Smith Kline's approved vendors.
Electric Power Provider
Objective: To create a method for communicating education, conservation, environment and safety on the behalf of the power providers.
Challenge: Customer had no dedicated program. Collateral material was bought on-line, off-the-shelf and, as such, was generic and hackneyed.
Objective: To create a Dealer-Loader Point of Purchase display that had value after the product sold through.
Challenge: Budget and time limited us to an off-the-shelf plastic Aladdin lunch box. This item worked as it held the exact amount of product and was in the correct color. However, the lid would not remain open or would fall backward completely. Aladdin engineers could not design a spring device that would solve the problem even if time and price were not a consideration.
Result: Our expertise in P.O.P and corrugate allowed us to design a die-cut, litho-laminated B' flute insert that:
1)Acted as a spring-loaded support which kept the lid opened at the proper angle for maximum exposure. 2)Provided additional "billboard" for graphics.
3)Was simple to insert and very economical.
Our unique background in packaging and print afforded us the opportunity to provide an engineering solution to an ad specialty challenge that would have otherwise stopped the promotion dead in its tracks. Aladdin Plastics could not develop a solution . . . we did!
The promotion exceeded all expectations and was written up in a fast food trade publication as an example of a 'smart' and 'effective' promotion.
Starwood Hotels
Objective: Provide a promotional gift item for loyalty program.
Challenge: The parameters were wide-open on this job.Our only command was to keep it directed towards executive-level guests and perhaps "golf" wasn't a bad idea.
Result: We developed an idea for a golf gift that would be mailed to high-frequency guests. The gift was inserted into a custom wooden box with the Starwood logo burned into the cover and a die-cut foam insert. The insert held assorted golf accessories and printed materials offering a complimentary golf outing.
The final insert (the one pictured above is a prototype) was of smooth green urethane mimicking a putting green with a golf ball resting near the hole.
Because we saw the program as a complete project, we were awarded the order to produce the printed, laminated easel-back brochure holder as well as a spiral bound memo with a unique wood cover and the Starwood logo burned into the cover to match the gift box graphic. The program was so popular among guests and Starwood executives that we had to ship our handful of finished samples we usually keep on hand as examples of our work to Starwood Corporate Headquarters to satisfy unexpected requests. This is why our photograph only shows prototypes left over from the development stages and not finished product.
Pedal Cars
This is not a catalog item available from or through other ad specialty vendors . . . unless we sell it to them.
These cars are used as sweepstakes give-aways, point-of-purchase marketing tools or as fund raisers. Each car is custom built with body color and graphics to suit your brand. Minimum quantity is 75 units if using a black or white body and 150 units if you require a PMS color match.
First Citizens Bank
Objective: Provide a gift basket for Teller Appreciation day at a price point of $15.00 per basket or less.
Challenge: The bank went to their current ad specialty vendor who submitted an idea of a basket with a coffee mug and "some other goodie". The opportunity for us came from the request that if we could provide more or better goodies beyond the coffee cup we could get the job. Bottom line - this started out as a simple case of "whoever gives us the most stuff gets the order".
The CBS series "Survivor" had just ended so we suggested that the bank recognize the teller's efforts, not with a tedious basket that has been done a thousand times before in almost every corporate recognition program, but let us do a crate that piggybacked the series' popularity and theme by acknowledging the tellers' efforts in recognizing it is not an easy job to "survive each day behind the counter!"
We created a fun ensemble of items that were, frankly, ordinary by themselves, but a lifevest-shaped can cooler, headache powders and Lifesaver candy roll, along with a nice roller ball pen, integrated into a memorable and much talked-about gift.
Result: First Citizens Bank acknowledged that this was the most successful internal program they ever had. Further, we not only came in under budget, but slashed their anticipated shipping costs over $3,500 by eliminating a messenger service which would have been necessary to deliver unwieldy baskets wrapped in cellophane. Our 'crates" shipped UPS Ground directly to each branch.
Cipro
Objective: To provide a gift to executives recounting the various promotional efforts for this product.
Challenge: The client had the idea of an award plate, but the complex nature of the graphics made this type of award nearly impossible. We were asked to reproduce 18 different covers of a medical trade magazine - each one being clear and readable!
Ceramic award plates by themselves are not considered all that exotic an item. However, the degree of graphics required here made this a virtual ground-breaking learning experience.
Result: We were able to execute the reproduction process on ceramic by relentlessly tweaking the process until we discovered the proper technique/process/technology to achieve tremendous detail, clear copy and color fidelity.
Our efforts helped the factory develop skills heretofore not required. In essence, we pioneered a graphic process for the 'experts' who manufacture award plates for a living.
ConAgra / Goodmark Foods
Objective: To create press/media kits utilizing containers other than shipping cartons or corrugate mailers when possible.
Challenge: By their very nature, press kits are received by jaded individuals who are bombarded with information concerning new products, product launches or seasonal promotions. The key to a successful campaign is to frame the promotional materials in such a fashion as to compel the recipient to open the package, sit up, and take note.
Result: We worked directly with Goodmark Foods and/or their public relations firm to create unique and eye-catching press kits. Our background in packaging gave us an advantage in designing and providing paper tubes, over-sized plastic jars and custom wood boxes to hold printed publicity materials, promotional items, multimedia tools, and product samples. Our familiarity with promotional items AND packaging gives us a unique perspective so we could: 1)envision, 2)design and 3)execute a program understanding how all the elements: theme, print, gift selection and assembly would integrate for a successful campaign.
Our skills in these allied areas affords us the opportunity to anticipate problems that individual subcontractors do not and cannot foresee. A 'trinket' provider cannot imagine how his or her gift selection might impact assembly. The graphic designer cannot, by him or herself, realize all the surfaces the design might be imprinted upon (paper, pen, vinyl, wood and so forth).
By allowing us to handle the entire project, we not only take a great deal of work off your desk, but ensure that the component pieces WILL all work together thereby saving time, money and effort.
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