Proximity Bucharest, direct agency part of BBDO Romania group, entered the shortlist at John Caples International Awards, the most prestigious international festival of direct communication.
From the over 700 entries in 30 categories, jury selected the project “Tune in” to enter the shortlist as being one of the best self-promo campaigns at global level in 2011. Also, the project is competing for the grand prix in its category.
“Tune In” was made to consolidate Proximity’s position on the local market as CRM specialist and to generate new business for the agency. The dare was to show the impact of direct communication and to use the innovative resources of the agency
The implemented idea consisted in creating a radio station for just one listener. The targeted subjects received a box with a vintage radio player interface and an On /Off button. Following the call to action – “In case of business emergency, tune in!” – by pushing the Start button, the subject was also starting a radio transmitter that was announcing the agency that person interacted with its direct mailing and was starting an audio clip. The person was listening a message from the general manager of the agency and, shortly after, was receiving a call on his personal phone in which the same voice was thanking for tuning in on Proximity frequency and was establishing a meeting to make an agency presentation.
Proximity is a pioneer. We have 10 years of reputation on Romanian market and awards won constantly to the most important international festivals. Now, we showed one more time that, through innovative direct communication, one can achieve the expected impact: 91.7% of the ones that received our message agreed to establish a meeting with us
Managing Director Proximity
The campaign involved a team that included Catalin Ionescu, Cristina Ciuca, Sorin Liurea, Mircea Sinpetru – creative, Dan Huber – production and Gabriela Terchila and Oana Bernecher – project management.
Proximity Bucharest is part of BBDO Group Romania, together with Graffiti BBDO, Graffiti PR, Media Direction, Exact Cercetare and Kaleidoscope.