20536

E. Customer Relations Marketing
18. Direct Mail or Print or OOH
Silver Winner

Comcast and Nintendo Wii Points Direct Mail

The Agency Inside Harte-Hanks


Submitted by: Carrie Mastropaolo - VP Consumer Markets - Harte-Hanks

Marketing Team: Rich Miller - Account Director - The Agency Inside Harte-Hanks; Karen Coffey - VP, Group Account Director - The Agency Inside Harte-Hanks; Susan Cohen - Senior Production Manager - The Agency Inside Harte-Hanks

Creative Team: Donald Williams - Associate Art Director - The Agency Inside Harte-Hanks; Anthony Azzarano - Copywriter - The Agency Inside Harte-Hanks; Kevin Pfaff - Art Director - The Agency Inside Harte-Hanks; Chris Castano - Associate Creative Director - The Agency Inside Harte-Hanks; Bill Rogers - Creative Director - The Agency Inside Harte-Hanks

Marketing Summary

Situation Analysis

The challenge: there’s a false perception in the marketplace that Nintendo Wii does not have the same online functionality as competitive systems like Xbox and PlayStation.

Strategy

Our concept strategy blended an in-your-face treatment for the FREE Wii Points offer, directive copy, and inviting Nintendo imagery to drive an action to connect Wiis to Comcast High-Speed Internet. What's more, it was important to consider our target audience -- they were not prototypical online gamers. We needed to educate our audience in a quick, at-a-glance manner. That's why we took on a narrative approach in the brochure. It tells a story, gives the audience tangible benefits instantly, and features a call to action on every spread that drives to the Wii landing page for Internet connections.

Tactics

For this promotion, we only used this direct mail package.