BROCHURES

An imaginary spokesman named “Alex” was invented to generate a dialogue with the 20-something demographic in Canada. Alex was a bored Labatt worker, reaching out to people his age, integrating information about beer along with product offers in the dialect of his peers (while sober, that is). Alex encouraged recipients to write-in to help squelch his boredom and, of course, to build content for future publications.

This piece was used as a “leave behind” after sales calls.
The design and size were intentionally friendly to counter the
corporate reputation of Wells Fargo. The amiable image did
the trick, and the design won a silver Pioneer to boot.

What better way to capture the attention of prospective importers than a phrase book with “pain points” translated into other languages. The conversion rate (80%) far outperformed the overall direct mail average for the entire campaign.