Everyone looks forward to a good knees-up, and in line with PrimaProximity's Christmas party theme of 'Direct Marketing Innovations', when the invitations arrived they were sent back promptly.
The reason was that they actually sent out a real live 'innovation' to each of their invited clients ... a carrier pigeon! Each pigeon arrived in a specially branded box with a handler (branded too, of course) and clients were called first to ascertain their whereabouts.
'Your invitation to our end-of-year party is just another example of our innovative approach to Direct Marketing...' the line on the box announced. Clients then received their invitation by hand, removed an RSVP slip and attached it to their bird's leg... and then let the pigeon fly.
Kathryn Price, Creative Director of PrimaProximity, commented, "We have already had a reply to every single invitation - in just 8 hours. Of course it helps that we used racing pigeons! But seriously, you can't underestimate the value of this kind of thing. Not only is it great self-promotion, as people tell other people and the word just spreads, but it leaves our clients satisfied that they've chosen a great agency ... one that's always looking to do new things. We're very happy with the result, and as far as we know, using carrier pigeons in a modern campaign is a first!"
A totally new spin on good ol' DM - and a fresh, feathered approach that will be remembered for years to come.
