This entry wins because:
1.Strategic Direction: reflects new color palette of red, black, or white and repositioned brand of delivering outcomes based on insight-driven innovation.
2.Message Delivery Innovation:
-Vvideo-based brochure self-launches upon opening
-Consistencey - exterior packaging copy reiterates theme of innovation
-Reuse - USB charging cable allows repeated use and sharing
3.Distinction – achieved through:
-Form – Self-launching video mailer quickly engages the recipient.
-Message Delivery - multiple (3) videos capture perspective from Employees, Clients, as well as an our Innovation in facilities management
-Graphics – campus imagery used for visual appeal and to quickly create affinity. Video leverages both animation and direct testimonial to convey message.
-Envelope - branded packaging; font and red color reinforce Aramark brand
· Positive: “…very cool. Have never seen anything like it” Prospect
· Positive: “Prospect asked to speak with one of the individuals featured in the video. They had a very positive conversation.” Director of Business Development describing prospect request
· Positive: “…he said ‘...you sent that to me and it's great.’ He picked up the video from his desk and started to play it right there. He thought it was very well put together and agreed to let me take a picture as feedback to you and the marketing team. Great job!!” Director of Business Development relaying meeting with prospect
· Negative: “…over the top marketing tool” “…it is an insult to institutions struggling financially…” Prospect (Note: prospect still agreed to meet with our sales director AND requested follow-up presentation)