Tuesday, June 19, 2007

Olympus "World's Smallest Ad"

Olympus was losing market share in high end microscopes orders to cheaper equivalents. They wanted a cost effective piece of communication to reconnect with the high end buyers of microscopes and ask them for their opinions and thoughts on what they wanted, so they could create a stronger relationship with their market. They created the world’s smallest questionnaire and sent it to Olympus’s database of most valued microscope buyers on a slide. The direct mail piece could only be viewed under a microscope and drove the clientele back to Olympus’s website to check out products and services as well as gathering information from the client. Everything in the pack that was sent is what scientists actually receive when getting a specimen slide through the mail. This direct mail piece is currently under a review process to be accepted into the Guinness Book of World Records as the world’s smallest questionnaire. Traffic hits to Olympus’s microscope website increased by 24% over the period that the direct mail packs were sent out and sales people were phoned up and personally thanked by many of the customers that had received the pack.

Agency: Hoopernagel, Australia.