How do you turn what’s potentially a nightmare brief - the client’s desire to communicate the entire Aga Rangemaster Group offering to people who are about to move into a home worth £600k or more - into a piece that will be noticed and retained? Simple. You reprint all their brochures on newsprint, which the recipients can wrap their breakables in. This way, every page of every brochure will be right under their targets’ noses twice - once on wrapping and again on unwrapping, just when they’re in housey mode and at their most receptive to marketing messages about cookers, bathrooms, tiles, carpentry and more.
