Problem: The distributor of the Dolphin robotic swimming pool cleaner needed to generate interest in the product through a direct mail campaign, but most direct mail is thrown out before opening.
Solution: First, I put the client in touch with a mailing list house who provided 50,000 contacts who owned a pool and were within the target income range. My solution included the use of compellingly cute stock images of little girls photographed swimming underwater. The girls became a metaphor for the fully automatic pool cleaner which "swims" underwater. The graphics are mostly exposed without opening the piece and the identification with pools and swimming is unmistakeable. However the product is not introduced until the reader is fully engaged by opening the piece. A call to action beckons on the final panel.
Solution: First, I put the client in touch with a mailing list house who provided 50,000 contacts who owned a pool and were within the target income range. My solution included the use of compellingly cute stock images of little girls photographed swimming underwater. The girls became a metaphor for the fully automatic pool cleaner which "swims" underwater. The graphics are mostly exposed without opening the piece and the identification with pools and swimming is unmistakeable. However the product is not introduced until the reader is fully engaged by opening the piece. A call to action beckons on the final panel.
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