the challenge: every company must advertise in Yellow Pages, but a medium-sized business usually has to advertise in literally thousands of directories across North America – and in 2002, that meant creating and submitting thousands of print ads, at a huge cost of time and money; DAC Group needed to reach out to such businesses with a ground-breaking new online tool, but didn't have a huge budget for a prolonged campaign
the creative strategy: create a simple, dimensional DM package that brought to life the fact that advertising managers no longer needed to rely on paper for managing Yellow Pages ads
the execution: a cost-effective "off the shelf" box was used to stand out in the ad manager's mail, which teased with an intriguing message – opening up to an extremely simple package of a crumpled-up personalized letter which told the prospect how DAC Group had rendered paper obsolete, and solved a key pain point for many ad managers
the result: the DAC sales team immediately found that prospects who had been mailed the package were far more likely to engage with them, significantly increasing their business – and even two years after mailing, prospects still remembered the package when DAC sales people called
the team: Megan Fullerton (AD), Scott McKay (CW), Fransi Weinstein (CCO) at Tattoo the Agency