PRODUCT: Sunglasses
CUSTOMER: Color Printing Company
OBJECTIVE: Self Promotion
OVERVIEW:

During a four-month promotion, a color-printing corporation mailed a “Positively Brilliant” high-impact black package to 500 targeted ad agencies and photo labs. 

The package contained a bright yellow interior, a pair of imprinted sunglasses, and, on the inside lid of the box, a photo of Einstein above a heading of “Positively Brilliant” with body copy promoting the corporation’s services.  A clock imprinted with the image of Einstein wearing the sunglasses was offered as a gift for contacting the company’s sales representative.

OUTCOME:

The company reported a response rate of 80% as a result of the direct marketing contact. 





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