Carat

A 9% response from the UK’s top 1000 marketing directors? Sure thing.

This is one of our earliest projects, but it stays here because of the remarkable results it achieved. An unusual direct marketing piece hit the desks of FTSE 1000 marketing directors during EURO 2004. It was our work for Carat, at the time, the world’s leading independent media planning and buying specialist. The pack was designed in two parts: one for people who love football and the other for those who’d rather eat stir-fried wood lice.

Our EURO 2004 direct marketing pack for Carat

Our EURO 2004 direct marketing pack for Carat

The pack included sixty curse cards that enabled football-lovers to shout at the TV in the opposing team’s language or sixty cards for football-haters who could harass their loved ones with anti-football insults in a foreign tongue; we even devised an SMS service that you could text in emergencies: it would instantly send back a convincing excuse to get you out of that office meeting and back home in time for the 6pm game.

Some of the contents of the EURO 2004 PHILE bag

Some of the contents of the EURO 2004 PHILE bag

Some of the contents of the EURO 2004 PHOBE bag

Some of the contents of the EURO 2004 PHOBE bag

The response was an impressive 9% – from one of the UK’s most demanding audiences. We hope we raised a few smiles that day as marketing professionals took the unusual direct marketing pack apart and began slinging their footie insults around the office in French, Russian and Croatian.

The contents of the pack was picked up by a national UK newspaper and formed the basis of a double page feature on how to survive the month-long tournament.