The festive mailer contains multi-cultural greeting for the 3 major ethnic celebrations in Malaysia, coupled with multi-versatile USB desk paper lamp that can be customised to light up occasion - literally.
The brief: This year, the Leo Burnett Group's festive greeting mailer to our clients had a special significance. We were celebrating out new business wins. as well as numerous industry accolades across the group. So, we wanted to take the opportunity to reflect the philosophy behind our multi-faceted success in a multi-cultural greeting.
The solution: We created a multi-cultural greeting that could be customised for the 3 major ethnic culture celebrations in Malaysia: Hari Raya Adilfitri. Deepavali and Chinese New Year. it contained a USB paper lamp which could be shaped into 3 different symbols of the 3 different ethnic cultures in Malaysia, and displayed enduringly on a client's desk. Besides being a tribute to Malaysia's cultural diversity, it also demonstrated Leo Burnett Group's ability to deliver versatile solution across across every marketing discipline (to hopefully open more doors).
The results: No repond was required as this was part of a relationship building exercise. However, we received many compliments and requests for additional USB lamps. As a bonus, the mailer generated new conversations with clients that may possibly lead to incremental business.
Leo Burnett / Arc Worldwide / Alpha 245
Eric Cruz, Valarie Chen
Lo Yew Joe, Lee June Yap
Ong Chee Hin